Lego Builds Content Marketing Success

Wham! Bam! Pow! Batman rocks his content – Lego Style. Walking through a dimly lit room in my home and accidentally stepping on a sharp “mini block of pain” is universal at this point. Yes, Lego, those wee ubiquitous, interlocking, multi-coloured Danish building blocks that have been in our lexicon and a mainstay in children’s play areas since 1949. And since their inception, a global Lego subculture has evolved. Lego is not just a child’s brick company anymore, as they support international retail stores, games, competitions, Legoland amusement parks, and of course, movies.

Hollywood or bust. In 2014, Lego released its first full-length feature movie, aptly named – The Lego Movie. It crushed at the box office worldwide bringing in over $469 million, winning a BAFTA award for Best Animated Film, a Golden Globe nomination for Best Animated Feature, and an Academy Award nomination for Best Original Song – with critics praising its infectious humour, dynamic visual style, incredible voice cast, and heart warming message. All matched with a robust omnichannel content marketing plan that solidified its success trajectory. When the dollars settled from their Hollywood success, one character stood out from the rest – Will Arnett’s Batman. So of course, this year, he gets his own movie.

Lego and Warner Bros. took the incredible content marketing lessons they learned from their first Hollywood outing and cranked it up to eleven with Lego Batman. A tireless, year-long marketing campaign with far-reaching collaborations through the Warner Bros ecosystem including: Big Bang Theory (Lego Batman appeared in place of Sheldon on the couch), Chevrolet (Chevy used 344,000 Lego pieces to build its own Batmobile, and displayed it at the Detroit Auto Show), MTV (with Will Arnett’s voice carrying the gone-but-not-forgotten Cribs featuring a “sick tour” of Wayne Manor), and Apple (letting fans ask Siri – or “Puter” as Lego Batman calls her – questions about the character, leading up to Siri’s role in the film), and many more, with all campaigns generating impressive groundswell of viral jokes/engagements online.

Why does it matter? It’s a plastic block people. Yet, Lego has taken their concept and morphed their way into content i.e. movies that play into both adult and child worlds. Lego Batman taps into our emotional engagement engine big time with endless content plays for the rye, dark, Batman character to tickle our funny bone at every turn. So next time you think your product is dry, reflect on the little plastic block company that was on the brink of bankruptcy in 2004, but used content marketing to scale to new heights and become a tool for creation and imagination.

Michael Chase, CMO
St. Joseph Communications


[Video] UnMarketing: Marketing Done Right with Scott Stratten

Cup of Jo with Scott Stratten

In episode 11 of our Cup of Jo interview series,  we are speaking with the always outspoken, quick-witted, and stingingly influential Scott Stratten. Scott is an expert in viral, social, and authentic marketing, which he calls “UnMarketing.” Author of four incredibly engaging books on marketing, with a new one in the pipe, he holds serious sway in the Twitter-verse with over 185,000 people following his daily rantings, and was named one of the top five social media influencers in the world by Forbes.

Metro and St. Joseph Win Again at Vertex Awards

Metro Irressisibles Vertex Awards

We are proud to share that our packaging team has just picked up three more Vertex Awards for the past year’s work on Metro’s premium store brand, Irresistibles. The Vertex Awards is the only global competition devoted exclusively to excellence in store brand package design and execution.

What Went Down at Toronto Life’s Annual Best New Restaurants Event

Toronto Life Best New Restaurants

To celebrate its annual Where to Eat Now issue, St. Joseph’s Toronto Life hosted 1,000 guests and an all-star lineup of chefs from 17 of Toronto’s top kitchens for a feast that only happens once a year. See the pictures from inside the event held at the Sony Centre for the Performing Arts, and check out the list of some of Toronto’s hottest restaurants.



YouTube Advertiser Exodus Highlights Perils of Online Ads The E-Book Revolution Never Came, and Print Book Sales are Increasing Again A World Without Twitter
YouTube Advertiser Exodus Highlights Perils of Online Ads
While Google has noted that it prevents ads from running near inappropriate material “in the vast majority of cases,” advertisers are increasingly concerned that it has proved unable to totally police – in real time – the 400 hours of content uploaded to YouTube every minute.

The E-Book Revolution Never Came, and Print Book Sales are Increasing Again
People predicted that e-books would dominate the market, but that’s not how it worked out. Print sales are increasing while e-books plateau.
A World Without Twitter
Twitter’s issues with abuse would become a teaching point for any future social media networks that would fill its void.
Lilly Singh 
Goes to 
Hollywood What Creativity in Marketing Looks Like Today Why Scent Is the Final Frontier of IRL Experiences
Lilly Singh 
Goes to 
Toronto Life tells the real-life story of an ordinary kid from Scarborough working a dead-end job who posted a short confessional on YouTube – and became a global celebrity almost overnight.

What Creativity in Marketing Looks Like Today
Marketers now need to master data analytics, customer experience and product design. Harvard Business Review explores whether these changing roles require a new way of thinking about creativity in marketing by interviewing senior marketing executives across dozens of top brands.

Why Scent Is the Final Frontier of IRL Experiences
Brands like Prada have experimented with Virtual Reality to offer an “in real life” experience to help persuade consumers to purchase a fragrance without knowing what it smells like. But because of the way smell works, it may be challenging for such technologies to be successful.

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