LEGOtainment:
In Dancing on Ice at 7:27pm on Sunday 9th February - five days before the movie launched - ITV broadcast a world first, an ad break made entirely out of LEGO. The 3 ads it consisted of were the British Heart Foundation, BT, Confused.Com and Premier Inn. The final advertisement was for The Lego Movie itself. This is a work of intertextuality.
This generated a lot of hype, and many people started talking about it on social media. This means anyone who hadn't already seen it looked for it on Youtube.
This allowed the Lego movie to get a lot of free press.
The Lego Movie was incredibly successful but that was all due to its effective marketing. This marketing broke so many boundaries with branded marketing as it created varying adverts out of LEGO. It targeted many different portions of their target audience through the use of these LEGO rendered adverts. The Confused.com advert would appeal to most people as it had a lego robot, whereas the BT one would be viewed by people who actually wanted to switch their broadband provider, but they both served the same purpose and did the same thing, promoting the Lego Movie.
This drew the attention of newspapers and the Lego Movie immediately made front cover when naturally it would've cost thousands of pounds.
This drew the attention of newspapers and the Lego Movie immediately made front cover when naturally it would've cost thousands of pounds.
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