Creative Agency: Jetset Studios
We read an early version of the script and were so taken by the characters that we knew we had to really push them out and let them live and breathe. Every inch of the site had to be personal and relatable. The refrigerator magnets, the EPT and the use of video to drive the experience all were informed by the film's storyline and vividly drawn characters.
We basically went with our instincts and created a series of scenarios that we thought best represented the film. We worked closely with Universal and Apatow Productions to make sure that we were hitting both the marketing message and the filmmaker's vision (these two viewpoints can often differ, so it is a delicate balancing act to make everyone happy).
I think that for a big summer movie with high studio expectations, we were able to keep the filmmaker's vision intact without compromising the marketing message. Since there is really no such thing as "cool" or "organic" -- these are affectations at best -- in this case we were able to capture the personality of the film and let it shine through. When a piece of marketing can transcend its original intention and become a true extension of its source material, that's about as good as it gets.
-- Russell Scott, CEO, Jetset Studios
Only time will tell if this site gives too many of the funny parts away, but from what's here, this movie looks hilarious. From a features and functionality perspective, I like how each section opens with a short video clip. Also, the 18+ Edit Bay, where director Judd Apatow introduces deleted scenes, director vlogs and even clips from his last big movie ("The 40-Year-Old Virgin") as "the most fun you'll have on the internet without Jenna Jamison being involved," was close to the truth…I guess…
Being able to preview the music on the soundtrack is pretty cool too, as is the section of the site where I was able to upload a picture of myself and a picture of my fiancée and mash them together to get a hideously grotesque, nightmarish version of what will one day be my offspring.
If this movie isn't as good as promised I'll be disappointed…and if my child is as freakish as this website predicts, it's going right back where it came from.
-- Bradley Werner, director of marketing, The Fifth Network
Just the pre-loader of the "Knocked Up" promo site is enough to make any man nervous. Watching a little red line make its way to the results end of a home pregnancy test was more unsettling than I'd ever expect a promo for a comedy to be. Take that for what its worth.
I began exploring the site at the "edit bay," where the director greeted me by saying "You'll have the most fun on the internet without Jenna Jamison being involved." They certainly know their audience! The section includes a video diary, outtakes and clips from the movie. It was set up like a video editing suite, although you couldn't actually do any editing. Maybe on the sequel?
The media section featured full trailers, TV commercials and clips from the movies, all of which can be embedded on your own site. The downloads section includes nine different buddy icons, more than a dozen screensavers and wallpaper. Why don't more movies do this?
Another well-rounded section was dedicated to links and music. For the truly devoted, the links range from a sweepstakes, a contest to upload pictures or video of you dancing, a link to "Star Style" in case you need to buy the retro T-shirts that were worn in the movie, a movie blog and MySpace pages for the actors and characters. The "B" side lets you listen to all 14 songs from the soundtrack, as well as follow a link to buy the soundtrack from Amazon.com
The interactive quiz was also completely in tune with the audience, featuring questions comparing the costs of baby clothes, pediatricians and diapers to either very manly things like La-Z-Boy recliners, jet skis and satellite dishes or more "mommy" items like facials, designer shoes or a trip to the salon.
One of the little details that I think made the site stand out was the audio player on the bottom. It constantly scrolled the name of the song and the artist while it was playing. Certainly would have been even more helpful if every track wasn't by Loudon Wainwright III, but now I know a few more LW3 tunes that I enjoy.
Unfortunately, twice in my explorations I ran up against age verification. Both times I failed. Despite my fear of spam, I was forced to clear my cookies and then use my real name. Also, I felt that the full screen video could have looked better considering there was a pre-loader. It was a bit choppy. And with all of the online mash-up tools available these days, I'd like to see a promo site let you edit clips together. Otherwise this is one of the most thorough movie micro-sites that I've seen, providing plenty of laughs, and is completely in tune with the rest of the film's online campaign.
-- Corey Kronengold, director of corporate communications, Tremor Media