Way over at the other end of the scale is a little movie with a big heart called "Knocked Up." No robots, pirates or super powers here, just a very human story about a slacker dude and the nice girl he gets pregnant. Universal's site is completely character driven. It lets the comedy of its flawed characters and situations tell the story and how the mismatched couple grow up together in spite of their outrageous differences.

The sense with this project was the more video, the better. In fact, there is an entire age-gated video section (the Edit Bay) that is hosted by director Judd Apatow and contains raunchy deleted scenes, outtakes and DVD-style content that is really funny. With a film like this, engagement is everything (especially to a pregnant girl… ha!) So the site experience, the art design and the content all were designed to be as relatable and as resonant as possible. EPT test loaders, refrigerator magnets and candid-style photography all served to extend the film's character online with maximum resonance. And yes, for the record, my company Jetset Studios worked on this project, so I may be biased, but it can be used as an example of character driving the site experience, and it will no doubt be the gold standard for years to come.

The take-away: Video is a powerful ally that should absolutely be used to engage an audience, especially when the subject matter is laugh-out-loud funny, and/or involves slackers and pregnant hot chicks.