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Firstly, yes, Warner Bros. has made a LEGO Movie. A big budget, Hollywood, CGI motion picture starring (the voices of) Chris Pratt, Will Ferrell, Liam Neeson and Morgan Freeman.
The film isn’t out until February 2014, and yet Warner Bros. began the marketing push earlier this year with a great looking trailer and various teaser posters.
Recently though, the marketing push has begun through closer engagement on social network sites, clearly having learnt lessons from LEGO's own social interaction via its CUUSOO site.
Let’s take a look at how Warner Bros. and their digital agency Substance are marketing LEGO's biggest new construction yet using social media…
My attention was first drawn to The LEGO Movie’s Twitter campaign yesterday when my film journalist friend tweeted this:
This followed his comment:
Is there anyone out there who is super excited about The LEGO Movie and is older than 32 so I can feel slightly better about myself?— Ali Gray@The_Shiznit (@The_Shiznit) November 5, 2013
The LEGO Movie has its ears to the ground, and is quick to engage. The tweet comes from The Lego Movie UK account, which surprisingly only has 76 followers, but as it's only a very nascent account this shows a soft, subtle approach to marketing, ready for the big Christmas push.
The USA based LEGO Movie Twitter account has 11,025 followers, which is still relatively few, considering the comparable Thor: The Dark World account has 96,025 followers. That film has been released for a week now and has therefore reached the peak of its marketing push. The LEGO Movie still has a long way to go.
So what is LEGO offering in its tweets?
The chance to build your own LEGO minifigure. Here you can make your wildest dreams come true and become a true life LEGO person.
Not like this though. This is the most terrifying thing I saw all Halloween…
Here’s me halfway through the build. I don’t have any trousers on.
And here’s the finished product…
I now have trousers. Although I have turned up to work still wearing my LARPING helmet.
You can download this as a custom film poster, desktop background or social avatar, but best of all, you can unlock your specially designed character as a playable minifigure in the forthcoming LEGO Movie computer game.
The LEGO Movie also shares its follower’s photographs in a ‘fan of the week’ showcase.
There’s also a palpable sense of joy coming from the stars of the film, who often tweet links and join in conversations with the LEGO Movie account.
They don’t have to do this, they’re just clearly excited to be in a LEGO Movie.
As a lifelong LEGO fan, the Twitter feed is a pleasure to follow and uses the relationship built up with its fans over the decades in a responsible, entertaining and relevant way.
On the LEGO Movie Facebook page, LEGO is sharing the photographs its followers have taken of themselves with the LEGO Movie stands found in cinemas around the country.
The LEGO Movie Facebook also runs a ‘fan of the week’ competition.
This is a specifically built interface where the user can load photos directly on to the Facebook page through an app. Followers can then vote with 'likes' to pick the winner. You can also upload photos on to Instagram using the #LEGOfanoftheweek hashtag.
For further information on social media strategy download our Social Media and Online PR Strategy Guidelines and read our post on how social media engagement is a tactic, not a strategy.
LEGO's Global Head of Social Media Lars Silberbauer-Andersonwill be speaking at our Festival of Marketing event in November, a two day celebration of the modern marketing industry, featuring speakers from brands including Tesco, Barclays, FT.com and more.