Use of Branded Content

Use of Branded Content

Lego

Hailed as a "game-changing idea", the Lego ad break – featuring famous ads recreated using Lego pieces – not only proved to be a striking piece of branded content for The Lego Movie, it also allowed brands to associate themselves with a major movie launch and with an idea so compelling that each of them paid their own media and production costs.

To achieve such an outcome involved PHD and Drum getting a lot of people onside – four brands, four ad agencies, two more media agencies, Warner Bros and Lego, with half of those having approval rights.

Despite airing just once, tracking indicated that the ad break influenced an incremental 5 per cent of the opening week’s box-office revenue, helping the movie to smash its box-office targets.

Topics

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

CAMPAIGN AI 

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Become a member of Campaign

Get the latest news and insight from Campaign with unrestricted access to campaignlive.co.uk, plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now