DreamWorks builds interest for zoo hit

The campaign aims to build brand awareness and increase worldwide sales

of the DVD.

Visitors to the site (www.madagascar-themovie.com) can access exclusive
content, which translates creative from the film. This involves the
characters - a lion (voiced by Ben Stiller), a zebra (Chris Rock), a
giraffe (David Schwimmer) and a hippo (Jada Pinkett Smith) - and is set
against landscapes from the film.

Users can download a screensaver, mobile wallpaper, email signature and
desktop buddy. They can also play games such as 'feeding time', in which
the aim is to collect as many bananas as possible within a set time
limit.

And there's the 'pain-in-the-neck game' where users try to keep Melman
the giraffe healthy by feeding him fruit.

The online push was created by interactive agency Naked Penguin Boy.

Creative director Rob Heasley said: "We try to develop games and content
that are timeless and will be as much of an entertainment classic as the
films themselves."