LEGO Batman A2 15.12.16-3

Client: WARNER BROS. THE LEGO BATMAN MOVIE

Brief: Promote the new LEGO BATMAN MOVIE to children and families using schools as a direct media channel.

Delivery: LEGO BATMAN BUILDERS.

Outcome: SUPER. (in partnership with Into Film) developed a tactical promotional campaign for Warner Bros. recruiting and registering over 2,000 UK primary schools in just 5 weeks. Over 1million children (aged 5-11) were directly engaged with the innovative cross-curricular promotional materials which positioned LEGO BATMAN as a learning tool to help children build their own super hero alter-ego. Across four themed lessons and a national competition, pupils developed their own values, identity, abilities and adventures. The programme ended with a national drawiging competition where children created their alter-ego hero symbol which was presented to the Head of Theatrical Marketing at Warner Bros. UK.

Campaign Highlights:

  • Over 2,200,000 children and families engaged with the materials including advertorials in youth publications
  • Over 665,000 branded content hours consumed
  • Over 4,000 competition entries
  • ROI = 0.48p per head (less than 10p per head for 1hr or branded content)