No matter how splendid the production, movies have a fairly short lifespan in cinemas after premiering, the LEGO Movie being no exception. Therefore our challenge was to prolong families engagement with the film, inspiring them, not just to spectate, but to create the adventure.
We founded the awesome Alliance and invited families all over the world to join in. They were asked to help out our LEGO heroes, by completing six missions, using brickmented reality and their own awesome imagination.
Families from over 132 countries chose to join the Awesome Alliance. The campaign created organic reach of + 10 mio and engaged an impressive 15% across various social media platforms.