To deliver commercial success for LEGO Batman’s first ever theatrical movie release by showing a 16-34 y/o audience just how funny LEGO Batman is and demonstrates to them that The LEGO Batman Movie wasn’t ‘just for kids’.
Following the success of 2014’s The LEGO Movie and the break-out popularity of LEGO Batman - one of its supporting characters - Warner Bros. released The LEGO Batman Movie in February 2017.
But the movie wasn’t a sequel to The LEGO Movie. It would be LEGO Batman’s first ever stand-alone theatrical movie release, so the character needed to find his own voice and stand on his own two (square) feet for the first time.
However, we also faced the challenge of making sure that the core 16-34 cinema-going audience (who make up 44% of UK box office) didn’t just write it off as ‘an animated movie for kids’.
Whilst the core family audience could not be ignored (or worse, alienated), the focus of the launch campaign was clear - to familiarise a young adult audience with LEGO Batman’s funny, self-assured personality and drive a disproportionate number of 16-34s to see the movie at the cinema.
What led us to our content solution, came from the leading man himself.
LEGO Batman is a comically self-assured superhero who has no doubt about his own ability to be brilliant at anything.
So we set out to give him platforms on which he could demonstrate that to his best ability to a mass audience.
Our aim was to move LEGO Batman from just being a kids movie to being seen as a film with a much broader appeal. This meant we needed to achieve a number of things:
• Engaging with a 16-34 audience in a way which made LEGO Batman feel relevant to them
• Because we only had one shot at big opening weekend, we needed to make an impact quickly and at scale
• Because we were looking to have a large target audience engage with a movie character in a way that was compelling enough to stimulate cinema bookings, it also meant that whatever we did couldn’t just be a noisy one-off stunt
• Finally, whatever medium we used, it needed to be one which would do LEGO Batman’s personality justice
One through which he could entertain, not just advertise.
To target the right audience at scale AND have the ability for LEGO Batman’s personality to shine through, we created a content-led media strategy designed to introduce a 16-34 audience to LEGO Batman and his personality.
So, for the world’s most self-assured superhero, we created a series of mass media canvasses across which he could deliver his unique perspectives.
This strategy became ‘Batman Barges In’ – a content approach that had LEGO Batman barge into the editorial of a number of well-known traditional media environments to give everyone the benefit of his opinion and ‘expertise’.
In the week running up to the release of his movie, LEGO Batman Barged In on the content of some of the UK’s most popular media brands.
On TV, LEGO Batman hijacked Channel 4’s programme announcements with 18 specially-written and animated show intros that were voiced by the voice of LEGO Batman himself, Will Arnett.
These ran for 4 CONSECUTIVE NIGHTS prior to the movie’s release and saw LEGO Batman introduce 50 primetime Channel 4 shows. We even managed to have LEGO Batman barge in to take over Channel 4’s official Twitter feed to tweet about the shows he’d just introduced and interact with viewers while they were on.
In the UK’s No.1 commuter newspaper Metro, LEGO Batman barged in to take over a different regular editorial feature every day. These included a fashion feature on how stylish capes are and writing a glowing, ‘unbiased’ review of his own movie.
In London’s Time Out, he wrote his own “To Do” feature, in which each section (Shows, Parties, Eating Out etc.) – funnily enough – he concluded that going to see his movie was the best thing to do.
And for media where LEGO Batman couldn’t barge IN, like outdoor billboards, we enabled him to barge OUT with large-scale special builds.