The Lego Movie: TV Advertising

Thursday 22nd March 2018

The Lego Movie: TV Advertising

L.O. evaluate the methods used to market The Lego Movie; to link the methods to the target audience.

• On peak time ITV to get the message to families.
• UK advertising one of the most regulated in the world.
• All made out of LEGO.
• 5 days before release, Dancing on Ice at 7:27pm on Sunday 9th Feb 2014, ITV broadcast a world first - an advert made entirely of LEGO.
• Adverts made of LEGO to help market the movie: British Heart Foundation, Confused.com, BT, Premier Inn, The LEGO Movie.
• Each ad interrupted by 2 second stings of each character and title and the ad ended with a 40 second trailer for the movie itself.
• "We've assembled a very special ad break" - ITV introduced the break using assembled to relate to the movie.
• Same time it was shown live, it was released on YouTube for people who missed it to watch. 
• After it aired, media went mad and # thelegomovie tweets increased by 5.
• Reached 6 million people on ITV, 1.1 million watched on YouTube in 1 week.
• Ad so popular it was written about in over 60 publications.
• No 1 in UK box office charts, so the best performing film of not only kids movies, but any movie kind.

Explain how The LEGO Movie broke boundaries with branded marketing; how it targeted the different sections of their target audience; and whether or not is was successful or not.

The LEGO Movie broke many boundaries while promoting the film. An example of this is the ad break on ITV during Dancing on Ice at 7:27pm on Sunday 9th February 2014. The advert was remakes of previous adverts by the British Heart Foundation, Confused.com, BT, Premier Inn and finished with a 40 second trailer of the movie itself. This was a world first as no other advert was made entirely of LEGO. This targeted its audience because the advert itself was aimed at families, like the movie, but was also on a channel and aired at a time that families would be watching. The marketing of this movie was very successful, and after the advert aired # thelegomovie tweets increased fivefold. The advert on TV reached 6 million people and the advert reached 1.1 million views on YouTube in just a week. The movie ended up being the number 1 in UK box office charts, not just for a kids movie, but for any movie - proving very successful.