LEGO Case study LEGO Star Wars Secrets to Reveal, 1 by Jack Morton Worldwide

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LEGO Star Wars Secrets to Reveal, 1

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Industry Toys
Media Case study
Market United States
Agency Jack Morton Worldwide
Creative Director Johnny Marques
Released September 2013


AME Awards, 2014
use of medium events AME Bronze Medallion

Credits & Description

Competition Year: 2014
Agency: Jack Morton
Agency Country: USA
Agency City: new york
Competition: 193 2014 AME Awards
Category: UM04 events
Category Group: use of medium
Brand/Sponsor: Lego Star Wars
Title: LEGO Star Wars Secrets to Reveal
Item Company: Jack Morton Worldwide
Item Country: USA
Creative Director: Johnny Marques
Production Company: N/A
Production Company Producer: N/A
Campaign Cost $1-5 million
Product Type children's toy
Campaign Start 05 / 04 / 2013
Campaign End 05 / 26 / 2013
Campaign Ran USA/ live event in NYC
Campaign Description brand rejuvenation
Marketing Context
Although LEGO Star Wars is a much-adored brand by parents and kids alike, product line sales were diminishing, and there was a drought of new content from the brand. So, leading up to the premier of the new LEGO Star Wars TV show “Yoda Chronicles” on Cartoon Network, we needed to create a contagiously shareable campaign to reinvigorate brand-love and drive sales.
Campaign Planning
Our objective, as outlined by LEGO's brief was to create an epic, interactive event in Times Square- driving traffic onsite at the main event and online with the hashtag #LegoYodaNYC.
The campaign was launched in two stages:
Pre-promotion: Launching on May 4 under the banner “ May the Fourth be with you,” we created an online/in-store competition to excite national audiences about Yoda's secret reveal to be help in NYC later that month.
Live event: On May 23, we unveiled a life-size Star Wars X-Wing in Times Square and activated an interactive footprint for visitors to explore the brand and spread the excitement online through integrated photo-ops. The event also debuted an exclusive sneak peek of the first episode in the Yoda Chronicles series.
A week later, Yoda Chronicles aired on Cartoon Network.
Marketing & Media Strategy
Although the Times Square Alliance discouraged excessive pre-promotion for the campaign based on their concern that too many people in Times Square could cause an unsafe area and would have potentially shut down our event due to crowd control, the campaign’s promotional marketing + media initiatives spanned TV, print, social, and in-store.
To maximize the surprise of the live event in Times Square, we used in-store marketing to drive online engagement in the pre-promotional competition. In store materials invited families to take the excitement online and build and submit a photo of what they thought Yoda would reveal in Times Square. We promoted this competition even further through social.
TV –Spots spread the hype of the Yoda Chronicles and the Times Square Event as the venue for the first sneak peak of the show.
Social amplification was baked into the live event where we used the hashtag #LegoYodaNYC to fuel conversation about the experience on twitter and instagram. The event footprint included several touch points with integrated photo sharing that allowed visitors to easily post their photos to social.
Creative Strategy
We called it “Secrets to Reveal,” a campaign spanning online and off that made fans the center of an interactive unveiling in Times Square of the largest LEGO model ever built. Leading up to the live event, a pre-promotional campaign invited parents and kids to literally ‘build the excitement’ for the reveal. In-store events drove kids and parents to an online competition, which asked consumers to build depictions of what they thought Yoda would unveil in Times Square, and the most creative entries were rewarded with life-sized LEGO Yoda models.
On the day of the live event, the crowd gathered in Times Square where an animated Yoda took over the largest billboard in Times Square to ask the crowd to use the power of the force to extract his secret LEGO model from its box. In a dramatic moment, kids and parents-with their arms stretched high overhead- summoned the ship from inside its box for the world reveal of the life-size LEGO X-Wing. Following the reveal, we showcased an exclusive preview from the first episode of Cartoon Network’s “Yoda Chronicles.”
The X-Wing ship, which was the largest installation ever executed in Times Square, was surrounded by a 3-day immersive experience that brought consumers into the LEGO Star Wars world with dozens of touch points. We put consumers at the centre of the activation with a photo-experience in the cockpit of the X-wing- and enabled guests to share these photos directly to their social networks. Throughout the Times Square footprint, guests were greeted by Star Wars and LEGO Star Wars characters who posed for photos and directed visitors to interactive activities including LEGO Master Builder Academy workshops where parents and kids could build their own LEGO Star Wars creations.
On the last day of the event, consumers were kept engaged via the LEGO Star Wars ‘The Yoda Chronicles’ App, available on iTunes, which allowed users to build, create and control their favourite characters and vehicles to ‘smash your enemy, solve puzzles and complete challenges.’ The App drove additional interest and intrigue in the upcoming Yoda Chronicles, which premiered on May 29 on the Cartoon Network.
Evidence of Results
The live reveal and surrounding 3-day experience engaged more than 1.1 million visitors over the three days of our event. Online, thousands more joined the conversation with the Twitter trending #LEGOstarwarsNYC. The campaign had a significant impact on the brand with a 3% increase in sales during the pre-promotion and a 43% rise over the previous month. Global attention for the campaign has been overwhelming with the overall campaign giving LEGO Star Wars more than 8 times the impressions the brand received in all of 2012.
Consumer reviews further enforced the success of the campaign:
• 86% were 'Highly Satisfied' with the experience.
• Over 90% said they'd share their experience with friends and family.
• 56% said they were likely to make a LEGO purchase
• Of the 66% of consumers who hadn't heard of the upcoming series on Cartoon Network, the Yoda Chronicles, 52% said they were likely to watch it.
Additionally, the Yoda Chronicles App received a 4.1 rating on iTunes, had over 2.2 million downloads and was the #19 app that week. The premiere of the Yoda Chronicles on the Cartoon Network received 4.3 rating and was the number one show in its time slot and the number one show for the target market that day.
Target Audience
parents and children ages 6-12.