The Island movie campaign was meant to tease the audience's curiosity. “What is the Island?” The online ads are expandable on mouse-over. Once expanded, the interactive ad experience became synonymous with the most ambitious campaign sites. Trailer, sweepstakes, synopsis, image gallery and a full-length exclusive action-clip are all features directly available in the expanded ad. The user's curiosity was rewarded. Various formats and sizes were produced for leading Scandinavian sites/portals.