Don’t Know what to do on Weekends, let’s LEGO!

Lego company manufactured the interlocking toys in 1949. Lego has become one of the popular brick toys in every household, not only providing different sizes of bricks to different age but also release different kinds of series, such as architecture, robots, and cars. Lego company released the first movie in 2014 and was a box office. In 2017, Lego company decide to release a new Lego Movie called “Lego BATMAN Movie”.

The “LEGO BATMAN MOVIE” target audiences are 7-16 children and the teenager who love to play Lego. Most of the advertisements Lego made are focusing on LEGO toys, “the mini figures”. They have several huge movie billboards with the image of the different character of mini figures on Time Square. LEGO company uses the most vivid picture to capture the eyes of LEGO Lovers.

On different types of social media, LEGO company uses different ways to market their movie. On Facebook, they use a variety of pictures or content to attract the target audience. For example, they use ordinary people taking the ads that dress like Batman. Some video even introduces where Batman lives and what his house look like in details. On Pinterest postings, most of them are a picture of mini figures. The images they trying to convey are clear and creative. They do not have any contents, only pictures of a mini figure. I believe it’s the greatest way to inspire people’s imagination to the movie. On Youtube, all of the videos are trailers. They focus on people who want to know more plot of a play. They have several series of trailers that provide to viewers.

In my opinion, driven customers to go into movie theater watching LEGO BATMAN MOVIE is not LEGO company final goal. Making a movie is a way to increase LEGO brand awareness. Children or teenager who watch the movie may want to purchase LEGO products. LEGO company make series of Batman products that people would like to buy after they watch it. Also, LEGO company wants to sell the movie to those people who play LEGO when they were children. Those people would remember their joyful childhood and feeling of nostalgia. Reported by BBC news that after first LEGO movie launched, it helps toys maker boost their profit by 12 percent.

I also think that various content of work successfully builds the brand persona. It is creative and full of imagination. LEGO lovers finally make their dream come true “ toys become real”. Different mini figures have a different personality. It’s brilliant to catch everyone attention by a movie. I am not a LEGO Lovers, but I’m hooked up by these mini figures.

http://www.bbc.com/news/business-29063790