You can see the entire package details at the Despoiler Blog
Each key has a code to put into Coraline.com and unlock a specific feature of the site. (Update - seems like the website is opened up now)
- buttoneyes moustachio
I'm a huge fan of putting a physical aspect into marketing other than the normal print ads and such. The unconventional and unique will drive people to inquire more about whatever you're trying to sell whether it be a behavior or a product. I especially like the key because it ties directly into the story and the nature of a key lends itself to finding out where it goes. Well I'm off to the city to see if I can find a key of my own and pick up a record or two.