Integrated Online Campaign / Entertainment: Movies: Fox/Moxie Interactive by Stardoll (Publisher)
For the release of Fox's Monte Carlo, popular tween girl site stardoll.com served as the sole official online destination. Stardoll users attended online "parties," chatted with avatars of the film's talent via custom "chat bot" technology, collected virtual gifts and accessories and joined the exclusive Monte Carlo Club. At the heart of this campaign was the Monte Carlo Ball, a virtual party peopled with avatars of the girls themselves and the movie's stars; girls were gifted virtual items to wear. Subsequent parties were held in different locations.