From the get-go, The LEGO Batman movie presented us with the opportunity to merge the darkness of Batman with the lighthearted humor of a LEGO movie and make fans of both happy with our social media campaign. Our objective was to assure audiences of all ages the film would give them an awesome DC/LEGO merger.
To start, we identified the sweet spot for our content - humorous, relatable, exciting, character-driven, and highly shareable. Using this strategic thinking, we created a highly successful in-world real LEGO Batman Instagram account that earned nearly 150K organic followers. We developed several large scale pieces and concepts including Facebook breakout videos with custom animation featuring LEGO Batman and Robin, plus created the concept and script for the 1.5M-viewed "Gotham Cribs" YouTube video.
In return, The LEGO Batman movie propelled to the top of the box office its opening weekend and became one of the top grossing animated films of 2017. Our campaign was called out by Ad Age as being an important part of the film's success.
