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Thursday, 24 August 2006 | Levent OZLER
Jetset Studios & Universal Pictures Make The Grade With Accepted Website
Universal Pictures recently teamed with online marketing and branding company Jetset Studios to develop and execute an online campaign that would capture the irreverent humor of the feature film comedy "Accepted", starring Justin Long. Eschewing the institutional, http://www.acceptedmovie.com exposes audiences to higher learning about the film while majoring in extra-curricular entertainment. "Accepted" brings 'back to school' fever to theaters nationwide on August 18th.
"The website really captures the inventive, DIY spirit of "Accepted," and is a perfect complement to the film," says "Accepted" Director Steve Pink.
In "Accepted," high school senior Bartleby "B" Gaines (Justin Long) is on his way to scoring eight out of eight rejection letters from colleges. How does a guy facing a bleak career please his parents and get noticed by dream girl Monica (Blake Lively)? Open his own university, of course. B and his band of misfit freshmen take "liberal" arts literally when they fool their parents and peers and create the esteemed South Harmon Institute of Technology, which attracts real students and the scorn of the neighboring college.
Playing off the themes of the film, the "Accepted" website offers such entertainment as the ability to register for classes that users can dream up themselves in "Design Your Own Curriculum," create a custom student profile in the user-generated "South Harmon Yearbook," and find out if they have what it takes to attend the South Harmon Institute of Technology by taking the "Are You Acceptable?" aptitude test.
Complementing the overall campaign, Jetset Studios created a MySpace profile for the film, as well as an orientation website for the fictional South Harmon Institute of Technology http://www.southharmoninstituteoftechnology.com.
"'Accepted' has a real iconoclastic and irreverent attitude. It's all about re-writing the rules, so we created a web campaign that really lets the user get inside the movie. The characters are so real, and the fictitious South Harmon is the coolest school ever, so our goal was to let the audience enroll online and join the story in a real-world, anti-establishment way," says Jetset Creative Director Russell Scott.
Accepted stars Justin Long, Jonah Hill, Lewis Black and Blake Lively. The film is produced by Tom Shadyac ("Bruce Almighty", "Liar Liar", "The Nutty Professor") and Michael Bostick ("Bruce Almighty," "Liar Liar") and is directed by Steve Pink (writer of "High Fidelity" and "Grosse Pointe Blank" in his feature film directorial debut). Accepted hits theaters August 18, 2006.
About Jetset Studios
Jetset Studios has created extremely effective online campaigns for 20th Century Fox, Universal, Paramount, Dreamworks, Sony, Lionsgate, and NBC, producing websites, viral features and original content for such high-profile properties as "King Kong", "The 40 Year Old Virgin", and "Talladega Nights: The Ballad of Ricky Bobby."
Jetset Studios: http://www.dexigner.com/directory/detail/7951/
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