I first heard about Coraline through a peculiar black key that was hanging on those construction billboards. I didn’t even realize at the time that the key was hung from a Coraline poster, but I took the key off and then went home with it. Under good light, I could see that the black key had a website inscribed on it which naturally pointed to Coraline.com. From then on, I was hooked. The film and website looked spectacular and couldn’t wait to learn more about the film.

Well, now that the film is out in theaters, Laika Entertainment Studios has unveiled how they created a viral buzz for the film using the help of Wieden + Kennedy. The process is incredible and the length to which they made sure as many people could connect with the film as possible before its release probably has a lot to do with why the film is doing so well at the moment. Wieden + Kennedy made posters, interactive storefronts, gift boxes, Nike sneakers, free-to-take promo material (the black keys), and even let the public create customizable Coraline characters. It was one complete package that seemed to work. If there’s one way to do viral marketing, this is it.