Highly Successful Marketing Strategies

We Open A Mysterious Box, or, Paranorman Sent Us a Zombie

by Susana Polo | 3:30 pm, August 1st, 2012

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1.A Box

It all started with a box. And inside that box, was a bunch of foam and bubble wrap. And inside that foam and bubble wrap was another box.

2.For Me?

With our (my) name on it.

3.From Blithe Hallow Cemetery

Indeed, it was quite impressive and splintery, but the lid was also nailed shut. Unfortunately I left my crowbar at home today, so I had to break out...

4.Grown Up Toy

The grownup toys.

5.A Challenge

Some prying later, and all was revealed. A tiny shovel! How thoughtful.

6.Dirt?

Removing the sod revealed... dirt? Actually we were never quite sure. This stuff clearly had enough dirt like stuff in it to smell like soil, but our best guess on the green stuff was that it was either fertilizer or the stuff you put fake plants in.

7.A Sewer

Oh yes, that little panel. It's a municipal water meter.

8.Something Emerges

We've seen a number of other people's posts about Paranorman's boxes, so we knew to start digging, and we quickly unearthed the FINAL box within a box.

9.Covered in Burlap

The top of it was covered in a layer of burlap.

10.It's the Coffin

But of course, it was a coffin.

11.Goodie Temper

For one Goodie Temper...

12.1712

...mouldering in her grave for three hundred years.

13.Digging

So we dug some more.

14.Digging

And... some more. (This was only one of two wastepaper baskets we availed ourselves of.)

15.Unearthed!

But finally we finished exhuming Mrs. Temper.

16.Creeeeeeaaakk (Coffin Lid Sounds)

And, eventually, prying the lid off her remains, only to find...

17.AAAAAUEUUUERRGH!

...oh, it's just you, Goodie. We were scared for a minute there.

18.Proper Zombie Labeling is Very Important

"To ward off accusations of witchcraft or unscrupulous bloggery, we beseech you to mention this zombie gift when using digital media to discuss Paranorman."

19.Please, Properly Tag and Label All of Your Undead Minions

"Funeral Director Remarks"

"Here lies Goodie Temper: widow, accuser, processor of dairy products and not-quite-dead person. She is made out of the finest Puritan silicone flesh, metal wire skeleton and delicately painted skin.

"Handle her with care and respect; zombies are not toys for careless children or hungry pets. Mrs. Temper is most comfortable resting in peace in her coffin. Before rising from the dead, her home for the last 300 years was a cool, dark cemetery in the town of Blithe Hollow, so her decomposition will hasten under direct sunlight or near a fiery hearth. As she decays further, her skin may become moist or sticky and leave eternal marks on anything she touches. This is normal for zombies and should not be cause for embarrassment or distress."

Now that is a well labeled zombie.

20.A Conversational Lull

Goodie herself doesn't have much to say...

21.But Only Momentarily

Oh, you do have something for us, Goodie? Why thank you!

22.A Letter...

"Dear Susana,

"If you're reading this (and the evidence suggests you are), then you've succeeded in exhuming one of the undead stars of our new film, ParaNorman. And while some may find the gift of a painstakingly handcrafted zombie doll with poseable limbs buried in dirt to be a little "weird," we suspect it's right up your alley.

"This is because we have a hunch you were once, like our hero, Norman, what some people like to call a "weird kid." And weird kids have a way of becoming really interesting grown-ups -- not just regular geek grown-ups, but the rare and powerful super-nerd who's into everything from Gotye sci-fi mashups to superhero splatter art to animated GIF hobbit memes. You've shared those passions with female geekdom and beyond in a way that reminds us that geeking out should know no gender. Which is all to say that we think you're a shining example of why weird wins. And in the end, that's what the movies we make (Coraline was our first) are all about: weird kids trying to make their place in the world.

"You'll notice that your newly unearthed friend is sharing her grave with a selection of actual one-of-a-kind props from ParaNorman that we've chosen for you. So when you see the film, you'll see something that's yours in it. We think this is fitting, because there's a lot of you -- and us, and weird kids past, present and future -- in Norman's story.

"The movie will be in theaters August 17. But in the meantime, we hope you will visit weirdwins.com to meet some of the weird and wonderful artists and craftspeople who have brought ParaNorman to life. And we'd be suitably thrilled if you added your voice to the conversation by using the hashtag #weirdwins anywhere you share your zombie.

"In any case, the former Goodie Temper is very pleased to make your acquaintance. As are we.

Sincerely,

The ParaNorman Team"

23.That's Actually...

24.A Poster!

25.The End?

Very pleased to meet you too, Goodie!

26.No

To be honest, we were already so thrilled with this series of boxes that we were ready to pack it up. So we did, scooping out the rest of the "dirt" which is when we found this! You mean there was more?!

27.Tiny Candy

Yes! It was TINY CANDY.

28.Tiny Candy!

29.Tiny Candy!

Included was a candy called "Cuj-ohs." We see what you did there, ParaNorman.

30.Tiny Candy!

As well as a sewer inspection certificate and a notebook.

31.But Wait!

We went through the dirt a bit more carefully from then on, and found even more stuff!

32.It's a Traffic Cone!

33.Obligatory Scale

And a manila folder. This is possibly the most excited we've been about a manila folder, which admittedly isn't saying much.

All in all? We're honestly, well, touched, that our little blog was included in ParaNorman's marketing push (and yes, we were weird kids). It should not go without saying, however, that the real people responsible for this is you guys, our readers. You're the ones ParaNorman really wants to reach with this. So thanks for being the weird kids who indirectly got some weird kids a silicone zombie woman. You're the best.

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TAGS: ParaNorman | The Mary Sue | zombies

http://twitter.com/loerwyn Kathryn

That’s cool, but I have to say this interesting fact. Well, two of ‘em.

Guy Davis (B.P.R.D., Sandman Mystery Theatre, etc.) did some prelim work, but… one of the storyboarders? The recent winner of an Eisner Award, Vera Brosgol, creator of the AMAZING Anya’s Ghost. This film is a MUST for me for those two alone.
Anonymous

I want a tiny zombie in the mail. Humph. :(
Anonymous

Wow, that is so awesome!! What fun to dig up that package.
http://twitter.com/thatfilmgirl Nat

I’m uber emotional today I guess because that letter brought a tear to my eye >.>
http://www.facebook.com/Duvivier.Valeriane Val Duvivier

This is marketing done right.
And if the movie wasn’t already really promising, I would have gone to watch it only because I was one of those weird kid too.
Izzy K

I was already going to see it, but between you guys and Kate Beaton getting these little coffins, and the amazing retro posters I’ve seen in subway stations I can’t say no. Best marketing campaign ever.
Anonymous

Oh my God, can I work for you guys? Is this a regular thing – getting mini Goodie Tempers in the mail? Thanks for sharing with us – I would be one happy camper if I recieved something so freaking amazing in the mail.
Karan DoubleYooJay

This is so freaking cool! This sort of promotion alone would make me want to see the movie!
http://twitter.com/DinaDuck Dina

Love. It.
http://www.facebook.com/people/Kaela-PerLee/505736107 Kaela PerLee

LOVE this marketing campaign. Also, don’t you guys just feel a little special to be included in it with Neil Gaimen, Felicia Day, & Bonnie Burton? You totally deserve it.
http://www.facebook.com/profile.php?id=1158579735 Supremely Weary

That is so personal and touching, Its incredible. Simply because of it i will see it in theaters AND actually purchase the movie.
Anonymous

Holy balls that’s awesome. :o
http://twitter.com/mightyInframan Jason Lee

Did you win this through twitter?
http://profiles.google.com/lowsee Heidi Mason

Neil Gaiman got one too.