Coraline and the Art of Blogger Outreach
To mark the release of the new animated movie Coraline, written and directed by Henry Selick, he of The Nightmare Before Christmas and James and the Giant Peach fame, based on the book by Neil Gaiman and Dave McKean, Laika comissioned ad agency Weiden+Kennedy’s Portland studio to come up with a marketing solution with the brief to “Reinvent the way you market a movie.”
They came up with a lot of wonderous stuff, not least the stuff they sent out to bloggers. Instead of, this from personal experience as a recipient, a bunch of hurredly photocopied press releases and crappily presented CD-ROMs filled with useless junk, they sent forth these absolutely exquisite handmade boxes to online influencers, filled with original artifacts from the film itself. Absolute treasures!
How could you not say a good word about these?
(via Drawn!)
Trevor May wrote this on 17.02.09 – 3 comments
It's filed in the Blogging, Press box
On February 18th, 2009 at 1:13 pm, Jenni responded:
this is a reminder that in the middle of all this digital virtuality we still love ‘real’ things – particularly beautifully made ones. There’s an element of love in the personal touch – which is why a handwritten letter from a friend has more meaning than an email from the same person. Maybe it’s about the effort that’s required, as well as the enjoyment of an object you can touch – and in the case of these boxes – treasure.
On February 18th, 2009 at 7:57 pm, Matt Hill responded:
Wow! These are gorgeous.
Tactile involvement with the world around us is always going to be more interesting than the virtual spaces we create. Don’t get me wrong, I love the power and fexibility of digital media, but you can’t ever beat the sensations of physically interacting with real things.
I really enjoy digital creativity, but I miss the fact I haven’t done anything with a pencil (or paint, or clay, or other materials) for well over 15 years. I think it’s about time I went back to my literal drawing board :-)
On May 15th, 2009 at 4:22 pm, Influencing decision-making through social media: Coraline the movie | blog till you drop! responded:
[...] social media influences the decisions people make, then PRs need to influence social media. W+K genuinely mastered the art of outreach and managed to get a crowd of bloggers/early adopters excited about the movie months before its [...]