Melbourne-based interactive agency Citrus has created a concept-based microsite to promote Toys "R" Us and Toy Story 3.

Building on the 3D format of the film, the website was designed to be viewed with 3D glasses, which viewers are encouraged to pick up from Toys "R" Us.

Toys "R" Us General Manager of Marketing, Marion Joyce, said, "Our aim in partnering with Disney on this initiative was to create a fully integrated campaign to support the launch of Toy Story 3 by providing our customers with a unique in-store and online experience."

The brief for the project was to promote both Toys "R" Us and the release of Disney-Pixar's Toy Story 3, leverage unique interactive content, generate interest and word-of-mouth promotion and promote associated merchandise.

The 3D website features competitions and interactive content and games designed to promote and continue to the 3D experience.


Credits:

Creative:
    
Steven Skrekovski
    
Client services:
    
Zoe Philactides
    
Client:  
    
Beth Glancey
    
Disney:
    
Lian Smith
    

Content supplied by Disney and pages populated by Sue-Ellen Nassif at Toys R Us


By Lucien Alperstein