![]() ![]() ![]() It would have been easy for Lego to make a piece of nonsense that played well for kids, but instead the company brought in Phil Lord and Christopher Miller (of 21 Jump Street and Cloudy with a Chance of Meatballs fame) to create a genuinely funny and clever movie. This is where the joy – and the genius – comes in: The Lego Movie is a ripping adventure for kids, but is also great fun for adults. Think about Red Bull's Stratos project among others – do you really need an energy drink to jump from space?Īs a product, Lego is for kids, so the Lego marketing team's main challenge is to make their products appealing to children however, it is the parents, aunties, uncles, grandparents and godparents who hold the purse strings. While there are all sorts of great examples of content marketing, a common theme is that a brand will create useful or entertaining content targeted at consumers that will soon be in a position to pay for the company's services/products the actual content itself can be almost anything but it should stay within the spirit of the brand's image, even if it is not strictly related. Many franchise films are planned knowing that much of the cash made will come from sales of "merch", yet Lego's efforts feel different in part because it is the brand as a whole rather than a specific set of characters that are popularised each time someone watches the film. ![]()
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