Users who go to www.ashtonscoolpix.com can upload three of their personal photos onto Kutcher's personal camera, match select phrases from him to the photos, and then email the message and commentary to friends.
They can also find out more information about Nikon's Coolpix line of cameras on the Web site, and take a tutorial on using them.
MRM Worldwide in New York created this digital leg of the campaign, which broke first on TV at the end of March. The two TV spots featuring Kutcher were created by MRM Worldwide's sibling agency, McCann Erickson. Both companies are part of McCann Worldgroup, owned by The Interpublic Group of Cos.