The Boxtrolls was a movie that celebrated makers, so as part of an integrated campaign, we created a fully interactive site that encouraged audiences to not just be passive watchers but inspired makers as well.

The official movie site invited modern families to join the Boxtrolls’ family and make their way through an interactive adventure together. The site featured a narrative unique to the site: help Eggs, the hero, save his Boxtroll friends from the evil Red Hats henchmen.

The site was fully immersive on both desktop and mobile. Built to feel like an interactive trailer, each level of the site featured movie clips that seamlessly transitioned into active, clickable scenes where kids discovered fun surprises throughout the gamified world. We invited kids to solve challenges after each scene to unlock the next section of the site, creating mini-games to play with along the way.

Families also explored behind-the-scenes content by triggering video transitions from the Boxtrolls’ world to the world of LAIKA Studios. Here, the incredible makers at LAIKA gave families a glimpse inside their crafty workshops full of miniature props and revealed how they brought the film to life.

Our integrated campaign helped The Boxtrolls become the highest-grossing LAIKA film to date with the third highest opening weekend for any stop motion film ever, reaching over $100 million worldwide.

The average time spent on the official movie site was over two minutes with close to a million total visitors, and well over 3,000 unique Boxtroll characters were designed by families.

840 pairs of the Nike shoes were auctioned on eBay, raising nearly $400,000 for an adoption charity. That, and the campaign helped transform passive audiences into active families of makers with The Boxtrolls as their reason.