Synergy was a key goal for the site for Universal Pictures' Baby Mama. A widget was created in conjunction with NBC/Universal partner iVillage to tap key demographics, and the site features numerous clips of past performances by co-stars Tina Fey and Amy Poehler from NBC/Universal partner Hulu. W/DG built a content management system for daily updates to user-generated content, as well as W/DG-written polls and trivia. In terms of design, the site needed to convey the movie's bright, pop tone, which was done through the use of vivid pre-school colors and extensive video interstitials.