The animated film about four Central Park Zoo animals who break out in search of a friend, but end up in Madagascar, will be promoted through a bespoke site, suite of online games and online marketing activity.
The campaign aims to build brand awareness and increase worldwide sales of the DVD.
Visitors to the site (www.madagascar-themovie.com) can access exclusive content, which translates creative from the film. This involves the characters - a lion (voiced by Ben Stiller), a zebra (Chris Rock), a giraffe (David Schwimmer) and a hippo (Jada Pinkett Smith) - and is set against landscapes from the film.
Users can download a screensaver, mobile wallpaper, email signature and desktop buddy. They can also play games such as 'feeding time', in which the aim is to collect as many bananas as possible within a set time limit.
And there's the 'pain-in-the-neck game' where users try to keep Melman the giraffe healthy by feeding him fruit.
The online push was created by interactive agency Naked Penguin Boy.
Creative director Rob Heasley said: "We try to develop games and content that are timeless and will be as much of an entertainment classic as the films themselves."