How the Lego movie broke boundaries with branded marketing; how it targeted the different sections of their target audience; and whether it was successful or not

• 3 Target audiences- family, kids who play with lego, and cinema goers 
• 5 days before the film was released an advert on Sunday the 9th of February at 7.27 in between dancing on ice they filmed a special advert for the lego movie, which saw The British Heart Foundation, Confuse.com, bT infinity and premier inn, followed by the lego movie trailer all in the lego block style.
• this meant there was massive impact/buzz on social media about it 
• #legomovie folded x5
• over 6Million viewed it live
• 1.1 Million independently searched for it online in the following week, watching it in full.
• free publicity, meant that because there was hype about in on the media that the newspapers and magazines got involved, furthermore pushing the publicity.
• became No.1 box office in 2014
• synergy between the different brands, raising profile of the other brands e.g. confuse.com and BT infinity 
• adverts that were chosen broaden the age range from adults e.g. premier to the youngsters confuse.com

• Uses and gratifications of bloomer and Kats
• P-persoanl identitiy (relatable one)
• I-information
• E-entertainment (diversion)
• S-social interaction