Activate Influencers

Part 1

There are a lot of online communities that are (or could be inspired to be) excited about Coraline. Not just excited, but eager to talk about it. Our objective was to foment that excitement and to give them something to talk about. So we sent 50 boxes of various "relics" from the film directly to influencers in these communities. These boxes were handcrafted specially for them 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 the Coraline website. We also sent "button boxes" to various other cultural influencers.

Ultimately, we hoped to get our influencers to share the boxes and the codes — via photos, videos, and blog entries — with other members of their communities in order to create a wealth of online buzz and content that would serve as a reference for our mass audience during phases 2 and 3 when they began surfing for information about the movie.