The folks over at Stitch Kingdom have pretty solid proof that the whole "Are you 23?" campaign is about a new "official community for Disney fans." Stitch Kingdom happened to come across an advance copy of the new Pinocchio DVD release (officially releasing on March 10). Included in the insert booklet is a sketch image of Jiminy Cricket that reads: "Wishes do come true," and "D23 - the official community for Disney fans. Join at Disney.com/D23." (I tried that link and it just goes back to the preview page - for now).
Stitch Kingdom has the photo online -- so check it out!