To start with, we hand-made 50 one-of-a-kind boxes, filled with desirable relics from the set of the movie and sent them to our influencers. Each box was designed with that of a single influencer in mind and included secret passwords that unlocked exclusive short films about the movie on Coraline.com.

To create intrigue about the film we made thousands of skeleton keys that said “coraline.com” and mysteriously placed them in major metropolitan cities throughout the U.S. Other phase two elements included interactive storefronts, subway zoetropes, a creepy inflatable character that haunted a NY sidewalk at midnight, a fully explorable website and limited-edition Nike Coraline Dunks.We finished where traditional movie marketing begins: with trailers, online banners, cinema, out of home, newspaper and lenticulars, as well as original content for the web and cable networks (IFC and HBO), and a blog “written” by one of the characters from the film.

The Dunks were covered in hundreds of blog posts and inspired the creation of YouTube videos, songs, and other forms of expression. They were selling on eBay for as much as $5,500. Over 27,000 people entered the sweepstakes, phenomenal numbers for a promotion that wasn’t advertised but could only be discovered via blog coverage or in a secret location on Coraline.com. And we believe the Dunks played a significant role in driving strong opening- weekend box office results, which, using tried- and- true Hollywood analytics, were projected to be $9 million but were almost double that at $16.8 million.