Phase one of our fully integrated campaign was to create fans and evangelists of “Coraline” before the movie came out. So we created 50 one-of-a-kind handmade boxes filled with relics from the film. Each handcrafted box was unique, custom made with each specific Influencer in mind and linked an aspect of the film to their particular passion (Gaiman fans, Selick fans, animation fans, crafters collectors, goths, etc.). The boxes included a secret code to access online films about the craft of the film. Ultimately, these influencers shared the boxes and codes, via photos, videos, and blog entries.