Inspiration. An integrated promotional campaign for the film Coraline.

10/15/2017

Inspiration. An integrated promotional campaign for the film Coraline.

This post shares the strategy of a tiered promotional campaign for Laika’s film Coraline. The campaign included mini-documentaries about the making of Coraline, dunks, wild postings, street art installations, interactive storefronts, movie posters, web sites and 50 hand crafted boxes that were sent to “influencers” (like notcot.org) to help promote the film. Some of these images below and info on the development of the campaign were found here on Mike Giepert’s site.

The diagram below identifies the audiences that would be interested in the film:

w+k’s “challenge: How can we get a broader audience to be excited about a movie that looks like a typical children's film but is much more? How could we use the equities we had to market this film in a way that reflects its unique nature and gets people excited to see it?”

Here are some of their answers: