lego movie marketing

newspapers
magazines
tv adverts
posters
merchandise
soundtracks
games


Synergy: Is the simultaneous (at the same time) release of different products to boost both.
Can be used most often by  bigger companies as the different elements them(often a media conglomerate) work together to promote linked products across different media.

https://ispot.tv/a/7frg  <trailerhttps://www.imdb.com/title/tt1490017/ <soundtrack

promotion:

Each week in January 2014, a new character poster was released

Lego stores scheduled linked events

Free accessory packs were available in stores after building creative models in store

Video Games released on 4th February

On 7th February, McDonalds released collectible 3D cups with happy meals

Website enabled fans to make versions of themselves

Stuff thats the same:

Bright and eye catching 

primary colours for primary children

simple

the lego logos in a shape of a block

Horizontal- The parent company owns lots of land

Vertical- The parent company owns lots multiple companies across many different stages of the film industry.

Guardian:

What are the building blocks of success? a brand will create useful or entertaining content targeted at consumers that will soon be in a position to pay for the company's services/products

What did lego do right? the company brought in Phil Lord and Christopher Miller (of 21 Jump Street and Cloudy with a Chance of Meatballs fame) to create a genuinely funny and clever movie. For those that have not seen it, there is a twist in the tale that completely fits with the spirit of Lego without looking contrived, but even without that, the zany and inventive way the story zips along is like an advert for playing with these toys. There are no rules. The limit of the story is the limit of your imagination.

How has it laid the foundations for future success?

What makes a children's movie such an enduring legacy is that it firstly finds its excitable audience in the cinema, then the young viewers eagerly snap up a DVD that can be viewed several times over and will probably sit in the DVD collection for years. Now it has been confirmed that animation co-director Chris McKay will direct a Lego sequel to be released in 2017.

Zesty:

How has it got heart?Any piece of content marketing needs to be fit for purpose – if it’s an informative piece of video, it needs to inform; if it’s an analysis piece on a blog, it needs to analyse; and if it’s a film, it needs to make people feel. And to this end, with an emotive storyline that explores the meaning of love, partnership and humanity, The Lego Movie does what it needs to do.

How is it all about 'you'? As humans, we’re constantly questioning which of those categories we fit into – and the underlying discourse within The Lego Movie forces us to ask questions not only of the characters and the storyline, but of ourselves. The result is a resonance that drills the brand into a deep level of our psyche that’s rarely visited by commercial content.

How does it show that it knows its audience?

The Lego Movie has a very clear idea of who it’s speaking to – or, in harsher terms, its target market – as it bids to increase its standing among kids (the players), parents (the buyers) and other adults (the nostalgists).

In marketing, we have content pillars – a drinks brand, for instance, might divvy up the focus of their content between product, sponsorship, cultural tie-ins and responsible drinking, apportioning each a percentage based on their objective and their audience.