Last Thursday, Pixar introduced its bold, new marketing strategy to promote its upcoming Finding Nemo 2: sending out an Amber Alert to millions of Americans seeking help finding the titular character.

“This new interactive marketing campaign will allow our audience to fully immerse themselves in the underwater world of Finding Nemo by really helping find Nemo as though he’s their own missing child,” said Jonathan Garson, Senior Vice President of Worldwide Marketing and Franchise at Pixar.

Pixar hopes that this experimental tactic will create a real sense of extreme urgency in consumers to see the film.