The Boxtrolls is a stop-motion animation film from Universal Pictures and Laika Studios the creators of Coraline and ParaNorman. As part of a long established relationship, Redberry were asked to produce digital engagement platforms for international markets to support the film’s theatrical release.
Redberry were asked to create a digital presence for The Boxtrolls which would reflect their characteristics and world, building excitement and engagement around the film’s release.
Redberry proposed the creation of a website and stand-alone game built using HTML5 which could be localised into more than 20 languages for international markets. The website was to be launched in two phases, an initial teaser site to serve as a destination for final trailer break and a full site with rich multimedia content to drive deeper engagement closer to release.
Working with the filmmakers, we were able to secure a wide selection of official assets for The Boxtrolls allowing us to create a fully immersive digital world using animation to bring the characters to life and horizontal scrolling to journey through their home underground.
The Box Racer Game developed the idea of The Boxtrolls turning their cardboard box clothing into go-kart style racing cars. The aim of the multi-level game was to speed through the underground tunnels of Cheesebridge collecting bonuses, speed boosts and avoiding obstacles as you go.
The game was designed to be simple and re-playable in order to maximise user engagement and exposure for the film’s marketing messages and trailer.
The Boxtrolls official international website was visited by more than a million unique users during the film’s theatrical campaign. The Box Racer game was played more than 100,000 times.
Localisations were complete for 26 territories for the scaled down teaser version of the site with 15 of those also rolling out the expanded website and Box Racer game.
Unique users to The Boxtrolls official international website.
Plays of official Box Racer game.
Almost a third of visits were on a mobile device.
Teaser site localised into more than 20 languages for 26 territories. Full site and game localised for 15.