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Lego Marketing

Blumler and Katz gratification theory

Entertainment - Escapes reality as you can take part of it as your favourite character
Intertextuality - Tells you about the movie 
Personal Identity - Can identify with the morals of the main characters
Relationships - We find things we can share and discuss with others. 

  • Television campaign
  • Posters
  • McDonalds Happy Meal
  • Commercial Break
Intertextuality

  • Film is made out of Lego - Children
  • Plot is from The Matrix
  • Superheroes
  • Starbucks
  • Sci-fi lighting of blue and white lighting
- Post-modernist snapshot of the past 20 years of popular culture.

 Lego TV Advertising

  • Adverts for products/charity
  • Selling the product quickly with less narrative
  • 7'O Clock during dinner time to target older audiences
  • 7.27pm 9th February 2014 - five days before the release of the movie - ITV broadcast a world first ad break made out of Lego
Commercials made of Lego
  • British Heart Foundation 
  • Confused.com
  • BT Infinity
  • Premier Inn
  • Lego Movie Trailer
Integration - Promoting the company of the commercial break 

Why does this Commercial break appeal to the target audience?

This commercial break appeals to the target audience because they have used four adverts made entirely out of Lego which appealed to an older audience. They used famous actors to voice the lego adverts, which also appealed to the older target audience as they be familiar with the actors. 

Synergy - 

The interaction between two or more organisations to produce a combined effect greater than what could be achieved on their own.

Lego Movie Video Game

Is an example of intertextuality between video game and film.

Simultaneous Releases 

Profit maximised - The promotion of a film will create a received awareness in potential consumers of the game; they have heard of it and are familiar with it.

Familiarity - The brand and plot and characters are already known; recognition of the fact we liked the movie so may enjoy the game based on it.

Extends the pleasure of the film - A chance to continue to 'be part of' of the film that we enjoyed. Chance the play the roles we saw the film.

The game promotes the film, the film promotes the game 

Lego movie poster campaign

Denotation - Literal meaning of what you see

Connotation - Implied meaning


Film Poster

Video Game Cover


Shot Type - Low angle medium long shot
Colour pallet - Blue, white, black (sci-fi genre) red and black (action genre)
Target Audience - Young males

Teaser Posters 

17 teaser posters of the character of the lego movie


















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