Fox taps Genex for ‘Ice Age’ Online

NEW YORK — In an effort to build an online following for the animated feature Ice Age, Internet development firm Genex has launched a site for the 20th Century Fox film due out in mid-March.

The site ( ) aims to convert passive visitors into active participants and, eventually, interested moviegoers. “Our goal with Ice Age was to extend Fox’s offline marketing messages online by bringing a high level of usability, interactivity and fun to a destination that embodies the spirit of the film,” said Taj Tedrow, managing director of Genex’s entertainment practice.

The site chronicles the adventures of the film’s Scrat, a sabertooth squirrel who needs the help of online players to locate his key to surviving the Ice Age—acorns. As online participants help Scrat collect acorns, they play up to five different games, learn more about the film’s characters and production and enter a multimedia gallery that features downloads, film clips and sweepstakes.

The online destination is targeted at all age groups. “Our goal was the build a site that was entertaining to all demographics,” explained Elizabeth Jones, director of Internet marketing for 20th Century Fox. “The site had to be accessible to kids, while being ‘edgy’ enough for teens and adults.”