Purpose: Our challenge was to create an extension of the Timex I-Control Watch ad campaign online. So, using the characters in the TV campaign - created and directed by Tim Burton - we designed these "digital trading cards" as a kind of "viral" marketing tool. We hoped the fans of Mr. Burton and his work would help spread the word.

Description: The look and feel of the trading cards came directly from the book of the ad campaign. Liquid black metallic costumes were mimicked in the trading card interface with shiny metallic surfaces and controls. The sounds and movement we chose played off the dark, sinister feel of the ad campaign.Delivery: The advertising campaign directed viewers to the Timex web site where they could download the trading cards. We also created an online postcard area where a viewer could send the digital trading cards to their friends.

Results: With the help of the advertising campaign and the trading cards, the Timex I-Control watches were best sellers for several weeks after launch on Timex.com.