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A web site has been unveiled at www.mib2.co.uk to tie in with cinema trailers for the Will Smith movie, which will be released in early-August.

The site has been launched ahead of a viral email drive that will be sent to more than 50,000 targeted names on the Columbia TriStar database and external lists.

The campaign will target a primarily male audience, aged between 14 and 25. Emails will contain teaser clips and video-streaming messages.

The campaign and web site were created by marketing firm Haygarth Group.

The agency is now negotiating with promotional partners both online and offline to drive awareness of the upcoming film. Zenith Media will handle media buying.

The web site features trailers from the movie and a competition to win the original film on video and DVD. It also offers a registration page that will boost the numbers on Columbia TriStar's database. A link takes users to the company's US site.

"We are more likely to look for online partnerships, with relevant lifestyle and teen sites, said Brooke Hunter, director at Haygarth Direct. "The database has grown since the Spider-Man launch campaign, and we will test different email sources and online creatives with users."

Stuart Williams, marketing director at Columbia TriStar, said: "The online activity is an important part of the overall strategy for this movie. It is particularly relevant for the audience that we are trying to reach."