Here at Superfluity we've been looking at the incredible success of the The Lego Movie after significant pressure from own kids who are currently marketing us heavily across multiple channels to take them to the cinema to see it!
We thus thought we’d ask if there has ever been a greater example of not just incredibly overt product placement but innovative content marketing? We think not.
With a groundbreaking film that blends entertainment with a physical suite of products, Lego has effectively just pulled off the biggest marketing coup since Apple revealed that they don’t need to do ANY advertising to launch a new product (because they are now in the luxurious position of being able to solely rely on the media to create buzz for their products and they also enjoy the huge benefits they get from organic product placement in TV shows and movies).
From a purely demographic perspective, The Lego Movie is what Hollywood calls a “Four Quadrant Success” because it hits the four main demographic groups - young and old, male and female. From a marketing perspective, the film is unquestionably content marketing at its very best and, in fact, it’s a staggeringly effective piece of gated content marketing (because you of course have to actually pay to see the actual content). Content marketing simply does not get any more gated than The Lego Movie. In turn, Lego has hit all the sweet spots that content marketing is specifically designed to hit and this leads to greater product advocacy, massive engagement across all demographics and, of course, more sales of their core Lego products.
It is the subject of their core products which is perhaps the most compelling thing because Lego almost stands alone as a content marketer in that respect. Why? Because different to most companies who use content marketing to help sell their core products; Lego are actually making money by physically selling their own content. In doing so, they have become a media publisher in their own right. It’s incredibly rare for a brand to straddle both sides in terms of selling content and also using content to sell something else so we take our hats off to them.
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| Lego Social Media - Building Relationships Through Content Driven Engagement |
Not only have Lego influenced architects for a long time now but they’re now actually influencing marketers and content marketing as a dogma. Leveraging their success with content marketing, they took things to an even greater level this weekend with a whole series of adverts where they 'took over' other brands like Confused.com, BT and the British Heart Foundation to show Lego versions of their own recent adverts. You can watch it below or click here:
Clearly, Lego and their marketing team are a very switched on bunch of people who are to us a shining example of the pinnacles of success that can be achieved using omni-channel content marketing and marketing automation. Lego were early adopters of marketing automation technology like Omniture and they definitely recognised the advantages that storytelling and content gave to their overall sales and marketing strategy a long time ago. This contemporary approach has subsequently permeated through everything they do – from gathering sign-ups with the Lego ID to their many microsites to their community platforms to their Lego network to their social media and beyond.
They're even doing top tips style content...
All of Lego's channels and activity work in unison using the principles of what we enthuse so much at Superfluity - social, digital, automation and they certainly echo the concept we have pioneered of "Mission Control".
It is content marketing and not traditional 'interruption' marketing that is driving Lego's sales and with The Lego Movie and the marketing programme shrinkwrapped around that then they're adding yet another dimension to the term bricks and clicks.
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| The Lego Movie Marketing - Redefining Bricks and Clicks |
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