I mentioned already Disney and Nike doing great, innovative marketing. Now add Warner Brothers.

Warner Bros. Pictures has launched two sites packed with viral components to support its June 1 release of teen flick “Sisterhood of the Traveling Pants.”

The primary film site is heavy with interactive components, most of which can be customized and shared with friends.

Some of the things they are trying include:

• Dynamic Flash intro with lead actresses reading the welcome message
• Welcome message will be in Spanish if they come from a particular Spanish website
• Site color customizing
• Mobile phone alerts
• Buddy icons
• Screensavers
• Robust greeting card builder with customized audio messages from the stars of the movie
• A “Shout Out” ticker where people can post messages to friend
• An email-able quiz to compete with friends

The CEO of Electonic Arts, who has a partnering website, says:

The idea here is that teens love to take quizzes, and to quiz their friends.

But for me, here’s the best part:

Warner Bros. is promoting both Web sites through its network of college interns who post links on message boards and send e-mails to friends. Tritter [VP of Interactive Marketing at Warner Bros.] says interns always identify themselves as working on behalf of Warner Bros., making sure postings are not “astroturf,” or fake grassroots efforts.

Man this has my head spinning with ideas for an effective evangelistic push. They’ve got at least two of the three components covered. They are marketing virally through college interns. They are delivering two great, interactive, target-audience specific websites. I’m not sure they have plans to follow-up or continue the relationship with their audience (this is where we differ), but they are certainly going to be measuring what kind of response they get.

Reminds me a bit of what El Sistema is doing. Hey Yvan, what are your thoughts?