• by August 26, 2008

Avatarlabs designed the pineapple express takeover as a microcosm of the film's entire online campaign. The MySpace takeover included three video messages from the film's stars, Seth Rogen and James Franco, which eventually opened up into a full trailer. A full-screen interactive game puts players in control of cartoon versions of Rogen and Franco as they try to avoid exploding pineapples (the movie's trademark). Other features included ringtones of movie sound bites and a link to the Pineapple Express MySpace page, where users found more video and downloadable content. About 90 million users viewed the takeover.