Lego's "The Lego Movie" Promotion

The LEGO Movie promotion was a highly successful and innovative marketing campaign launched by the LEGO Group in collaboration with Warner Bros. Pictures to promote the release of "The LEGO Movie." The film was released in 2014, and the promotional campaign leading up to it was notable for its creativity and integration of the LEGO brand into various forms of media and merchandise. Key aspects of the promotion:

1. Film Integration: "The LEGO Movie" is an animated feature film set in a world made entirely of LEGO bricks. The film's story, characters, and animation style authentically captured the essence of LEGO play. This close integration of the LEGO brand with the film's storyline was central to the promotion.

2. Product Tie-Ins: LEGO released a special line of sets based on characters and scenes from the movie. These sets allowed fans to recreate moments from the film and build their own LEGO versions of the characters. This cross-promotion between the film and LEGO products helped drive sales.

3. Collaborative Marketing: The promotion featured collaboration between the LEGO Group, Warner Bros. Pictures, and various other companies. For example, LEGO partnered with McDonald's to include LEGO Movie-themed toys in Happy Meals.

4. TV Commercials and Trailers: LEGO created TV commercials and trailers featuring characters from the movie. These ads showcased the film's humor and encouraged viewers to see the movie and purchase LEGO sets related to it.

5. Social Media and Online Engagement: LEGO leveraged its social media platforms and website to engage with fans, share behind-the-scenes content, and run contests related to the movie. Fans were encouraged to share their own LEGO creations inspired by the film.

6. Video Games: In addition to the film, video games based on "The LEGO Movie" were developed and marketed. These games allowed players to experience the movie's storyline in an interactive way.

7. Merchandise: A wide range of LEGO Movie merchandise was available, including clothing, accessories, books, and more, allowing fans to immerse themselves in the LEGO Movie universe.

8. Premiere Events: LEGO organized premiere events for the film, attended by cast and crew. These events generated media coverage and excitement among fans.

"The LEGO Movie" promotion was a successful example of how a beloved toy brand could be seamlessly integrated into a major Hollywood film while simultaneously promoting its products and engaging with its fan base. It demonstrated the power of creative marketing and storytelling in promoting both the film and the LEGO brand.