L/O: To evaluate the methods used to market the lego movie; to link the methods to the target audience.
Wanted to reach everyone quickly so put adverts on ITV from 18:00 to 21:00. Created the first All-Lego advert break. In Dancing on Ice at 19:27 on Sunday 9th February 2014 - five days before the movie launched - ITV broadcast a world first, an ad break made entirely out of Lego.
'Stings' feature characters from a movie in an advert.
At the same time as it was shown, they released it on youtube for other excited people to see.
Huge reaction on social media.
Reached 6 million people live.
1.1 million people saw it on youtube.
Dominated by adaptations and sequels.
Number 1 Movie in 2014.
Explain how The Lego Movie broke boundaries with branded marketing; how it targeted the different sections of their target audience; and whether it was successful:
The Lego Movie managed to break boundaries when it stepped out of what most companies can do and made a whole themed advert break in the style of Lego, this accessed many people who probably did not know of the Lego movie beforehand and now could also be excited for it, it could also make the people who already know about it even more excited for it. This could've also reached families due to the show on being Dancing On Ice, especially because of the timing of 19:27, most of the family would be watching it and could see it as a good movie to watch with their kids, or their kids could have seen it as well.
The Lego Movie managed to target the sections of their target audience by adding jokes that any style of person could find funny, kids would find it hilarious and nag their parents to learn about the Lego movie. It managed to target nostalgic parents by just having the theme of lego in a movie, the trailers show snippets of what they might remember from being kids or other themes that they might know from being adults. The young adults would have seen the promotion on social media and youtube, for example, they managed to reach 6 million viewers on a livestream, this most likely have consisted of young adults and teenagers, reaching this many people is an impressive achievement and has definitely affected the success of the lego movie.
The Lego Movie was an extremely successful movie, both in advertising and in release, even though it was made as a child's movie, it attracted an audience far wider than just children. The amount of people that have seen it is an extreme achievement for the first movie of this style. It made a huge profit overall, in just the opening weekend it made $69,050,279. This movie grew increasingly successful over time, making a total of $470 million.
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