Viral promotion for teen movie

“Sisterhood of the Traveling Pants” will debut on June 1st, but in the meantime two “virally enhanced” sites are supporting and promoting its release. Richness and interactivity, these are the keywords to describe the online effort by Warner Bros, which has also decided to put some mobile content just too be cool (it’s not much, just wallpapers to download and SMS alerts). Warner Bros tries to keep advantage of an “enjoy & share” concept, giving young visitors the possibility to send to friends any piece of content on the site. In particular, as explained on ClickZ Electric Artists has created www.friendshipquiz.net, where users can create a quiz and send it to their friends in order to win prizes such as an iPod Shuffle.
If you visit this site (the official one), you might also notice the Levi’s product placement in the homepage picture.