The Lego Movie: Marketing

Monday 12th March

LO: To explore marketing and promotion of The Lego Movie; to link the methods to the target audience

Ways of marketing

• Trailers (Teaser and Theatrical)
• Magazine covers
• Billboards
• Merchandise (T-shirts, mugs, etc..)
• Bus adverts
• Toys
• Films posters in shops and commercial places
• TV adverts
• YouTube advertising 
• Pop up ads
• Social Media accounts (Twitter, Instagram and Facebook)
• Websites
• Video games
• Soundtracks 
• Brand deals

Synergy is the simultaneous release of different products to boost both

The Lego Movie tie-in merchandise

• A video game
• Collectibles from McDonalds 
• Character posters from Lego shops
• 17 Lego world sets
• 16 Collectable minifigures
• Range of school supplies
• Sticker and activity books

What methods were used to promote the film?

On their website, they have both trailers (Theatrical and Teaser) and a short film called The Emmet Awards. They released one big poster, however every week in the January before the release they released one character poster per week. There were various events at various Lego stores around the country and if you created something in the store you could get various Lego accessories. Also, they created a website which allowed you to create a mini-figure of yourself. The video game is and age rating of a 7.

Horizontal and Vertical Integration 

What are the advantages for a parent company of each type of ownership?

You do not have to share the profits with other companies and you do not have to out source the work from other companies.

What are the building blocks of success?

Making the product appeal to as many target audiences as possible.

What did Lego do right?

They brought in people that could create a funny and clever movie.

How has it laid down the foundations for future success?

They have made a film that was highly anticipated, and that can be watched several times over without it getting boring. Also, because of how clever the movie is, it will stay in many DVD collections for a while.

Guardian

How has it got heart?

It does what it needs to do. It makes people laugh, cry and feel many different emotions. It has has clever moral and storyline which gives a strong message together.

How is it all about 'you'?

Not only does it make you ask questions about the characters and the plot, it makes you ask questions about yourself. There are that people that create new things, and there are the people that build the things. There are the people who lead others and the people who follow. It makes you question which category you fit into.

How does it show it knows its audience?

It knows it's target audience very well. It targets kids (they play with Lego), parents (people who will buy the Lego) and the adults (for nostalgia). It has a healthy dose of comedy for the kids, cheesy comedy for adults and it knows the culture for teens.

5-reasons-why-the-lego-movie-is-content-marketing-at-its-very-best

They E-Media to create an effective marketing campaign through platforms like social media and websites. They created several social media accounts to promote their film online. The social media accounts targeted people that would go see the movie for nostalgia, so younger adults. They also created a website which holds all the trailers for people to see if they come across the movie. This is aimed at the same audience as it is more likely for them to come across the website compared to adults or young children.