• by OMMA Magazine Writers , September 3, 2010

Eastwest Marketing Group
CBS Films, "The Back-Up Plan"
ENTERTAINMENT MOVIES

The scrolling interactive environment - with the "roller dog" from the movie as your nav mnemonic no less - has the personality and color of the movie. Users explore the city block where Jennifer Lopez's character lives, and along the way are introduced to various characters and plot points. Notably, in the fertility clinic, users are invited to make their own "Back-Up babies" just like JLo did in the movie, though this version is not quite as messy: it combines features of you and a Facebook friend to simulate what your offspring would look like. Visitors created 15,000 back-up babies in less than two weeks.