Brand Owner: Lego
Date: May 2005
Media Agency: Carat
Other Agency: Threehouse
Media Owner: Jetix
Media Channel: TV, Mobile/Internet
NEW YORK (AdAge.com) -- The final film in the second Star Wars trilogy was a major event and many brands had promotions tied to the tale of Anakin Skywalker’s transformation into Darth Vader.
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To coincide with the launch of “Star Wars: Revenge of the Sith,” Lego created a range of models and building sets. Merchandising and product sales tied to the movie were estimated to be worth around $1.5 billion, so Lego needed to ensure its products stood out.
It created an animated movie, “Lego Star Wars: Revenge of the Brick,” to act as the hub of an online presence that would enable children to get involved in the brand’s Star Wars Universe and make sure it got its fair share of merchandise sales.
The clever part of the campaign was to leverage this content to gain the best possible media value for the brand, as well as coordinating the movie's release across a region that included media markets as diverse as U.K., France, Spain, Hungary and Sweden.
Carat worked with Jetix -- a pan-European children’s channel -- to treat the film as a premier in its own right with a movie trailer broadcast on Jetix to build excitement for the actual release of the film in the two weeks leading up to its screening.
The film was broadcast in children’s prime-time on Saturday, May 14, with a Sunday re-run across all 11 markets. It was edited to end on a cliffhanger, with the full ending available only online.
The central strategy was built on by local markets with extra activity in-store, using PR as well as TV and print advertising.
The site attracted more than 100,000 unique users and there were nearly 32,000 competition entries.
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