The asks people for their ages before they enter, then directs them to one of three areas, designed to appeal to specific groups. It was created by the digital agency .
The youngest site, for the under-12s and their parents, focuses on simple games and images from the film, while the adult site focuses on humour and the Pixar legacy. For teenagers, there is a focus on competitions and downloads, including wallpapers and MSN Messenger icons.
Buena Vista marketing director Lee Jury said that the decision to make age-specific content had come about so that the 12- to 17-year-old age group, who have not traditionally bought in to Pixar's offerings, would be attracted to the site.
"Traditionally, Pixar films have worked beyond the traditional Disney audience, but 12- to 17-year-olds have never really bought in. We felt that 'The Incredibles' could have appeal to that market, and that it was important to give them some great content on the site," said Jury.
As well as using the website address on promotional material, Buena Vista has signed up seven media partners, including MSN, Tiscali and GMTV, to give coverage to the film ahead of its November 26 launch.
Another innovation was linking to cinema sites directly for ticket sales. "The site builds awareness, but our job is to get bums on seats," Jury said.
Digital Outlook negotiated the partnerships with online partners and cinemas, gained mass market editorial coverage for the key online entertainment destinations for kids, and created an early teaser campaign called "First in line", to increase anticipation of the film.
The online campaign is being backed by an extensive television and outdoor campaign promoting the film. Director Brad Bird, who also voices the character Edna Mode, has also recorded a radio ad for the movie, to appear in December.
'The Incredibles' tells the story of a superhero who comes out of retirement to save his family, and features the voices of Samuel L Jackson and Holly Hunter. Jury said that the promotion would run through January, and that the site would be updated to keep the content fresh.
Pic: 漏 Walt Disney Pictures/Pixar Animation Studios. All rights reserved.
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