Toys R Us: Toys R Us - Toy Story 3D

In order to promote Toys “R” Us’ association with Disney-Pixar and the forthcoming release of the animated film Toy Story 3 (24 June, Citrus digital agency developed an innovative online 3D concept that links to the digital 3D release of the film, continues the 3D experience online through a 3D microsite where characters fly out of the home page through scenes from the movie. The campaign aims to drive traffic in-store to pick up 3D glasses to view the site in 3D.
The engaging one-stop online destination positions Toys “R” Us as the number one online destination for Toy Story 3, leveraging exclusive interactive Toy Story content including games, competitions (win a trip to Disneyland) and videos. The campaign aims to generate talkability and excitement to encourage sharing and word-of-mouth promotion and promote in-store Toy Story merchandise.