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MG 3014

Group members:

Aisling Hickey - 112343876

Margaux Pasquier - 114105772

Marine Pion - 114105782

Noreen O’Sullivan – 112318066

Tim Kelly –112337801

20th February 2015

Applied Marketing Communications & Social

Media Marketing 2014/2015

Executive Summary

Our aim is to build a memorable LEGO experience in which interaction between different LEGO communities and cultures are encouraged.

To achieve this, a brand fest, LEGO Film Festival, was designed. The Film Festival is a competition for LEGO Fans and brand

communities to create their own LEGO movie, utilising the power of stories.

Through consumers voting for their favourite videos, it will increase online engagement on the website and social media platforms.

Promotion of this festival is conducted through traditional and non-traditional marketing, for example, The LEGO website, Twitter, Facebook, YouTube and guerrilla marketing.

Through creating a combined active brand community, surrounding the festival, the longevity of this campaign will be ensured by creating an annual event.

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Table of Contents

Aims & Objectives 4

Research Conducted 5

Shaping the discussion

Provide networking platformsUse blogs & other social media toolsTraditional & internet based promotional toolsProvide informationBe outrageousProvide exclusivityDesign products with talking pointsSupport CausesUtilize stories

778111212131515

Conclusion 16

Appendix 17

Bibliography 23

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Aims and Objectives

The key values of LEGO are creativity, originality, gathering (building things together), learning, imagination. LEGO have a significant online presence and there is numerous, different LEGO brand communities. LEGO’s own website incorporates consumer’s creativity while also showcasing LEGO products. LEGO’s YouTube channel, has 571,575 followers with more than 50 million views, which broadcasts mini-episodes, adverts and music videos around the brand. The brand is also on Facebook, Twitter, Flickr, Pinterest, Instagram, Vine and Google+. Therefore it has been decided to create an integrated market communication campaign that brings LEGO’s fans and communities from all aspects together by creating a LEGO Film Festival.

The aims of this campaign are: To bring all the LEGO brand communities and fans in one specific

place to build a memorable, fun LEGO experience. To encourage interaction between different LEGO communities and

cultures Increase online engagement and traffic on the website by August

2016.o Increase volume of entry into LEGO Idea by 10%.o Increase volume of votes for LEGO Idea by 5%.o Increase online sales of LEGO products by 5%.o Increase average length per visit on the website by 10%.

Increase online engagement and traffic on social media platforms.o Increase number of likes and shares by 5% on LEGO’s own

social media pages.o To make #LegoFilmFest trending on Twitter.

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Research Conducted

As part of our research, a netnography (Kozinets, 2002) was conducted on the LEGO brand. We found LEGO had a variety of LEGO communities (LEGO Ninjago, LEGO LEGO, LEGO Minifigure Fanatics, Brickbuilders, etc.) who are passionate about LEGO but do not interact with other LEGO communities.To understand how the LEGO communities work, we can take the example of Brickbuilders’. Brickbuilders’ members are passionate with the brand’s history and old narratives associated with LEGO. The original idea was to get people together to create LEGO replicas of something which are significant to where they come from, for example a group of French students creating a LEGO Eiffel Tower. The idea came from a video LEGO released over Christmas where a group of people created a LEGO Christmas Tree in Australia1(Lego, 2014).Following this, we contacted LEGO to see if they could donate some LEGO to facilitate this idea and if they consented we would have filmed videos of different groups of students creating LEGO replicas of where they came from. However, they kindly declined (Appendix 1).After LEGO declined our request and with further research, we noticed a trend online especially with Facebook where there were numerous segments of different LEGO users for example ‘LEGO Star Wars and Minifigures Collectors group’ or ‘LEGO LOTR’. First, we looked at LEGO Ideas (formally LEGO Cuusoo) to see peoples’ potential creations for upcoming LEGO sets. From reviewing the website and the Facebook groups, we noticed a clear trend of people wanting to create LEGO replicas of their favourite movies or games such as LEGO ‘Assassin Creed’ film2 (justjoshing408, 2011) which has over 6.5 million views on Youtube and LEGO Star Wars: Storm Trippin3 (Aaron Legg, 2013). In order to understand the consumer better, we asked some of the Stop Motion communities for advice on how to create a Stop Motion film.

1 https://www.youtube.com/watch?v=MXhIjYA1wKI2 https://www.youtube.com/watch?v=3X_tGB90KNg3 https://www.youtube.com/watch?v=7SpNHMwwID4

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Following their advice, we started working on creating a Stop Motion using LEGO Ghostbusters utilising the advice given by the community. Using the advice, we started creating a trailer while documenting our process by using Snapchat to keep the other members immersed in our experience. From our use of Snapchat, we decided that it would be an effective way to document consumers’ experiences.

Admittedly creating a stop motion video is a difficult process even with the use of the App ‘Lapse it’ which allows user to see a transparent overview of the photo they took while taking a new one. We also discovered LEGO has an app called LEGO Movie Maker, however this app has the drawback of not utilising the trait by Lapse It allows users to see what they had previously taken. This may be a problem for amateurs, such as ourselves, as it may cause the video to feel disjointed. For this reason we choose to utilise Lapse It against LEGO’s own app. Our trailer can be viewed at https://www.youtube.com/watch?v=l1wbZ-WWKow Afterwards it was decided that consumers could be

encouraged to create videos using LEGO which could be incorporated into a film festival.There is a community who create a LEGO Festival called BrickFest Live. This event is successful and gathers lots of LEGO fans around the world. Therefore, organising an official LEGO film festival will be the opportunity to unite communities and co-create with fans do on the brand image while creating a fun, memorable LEGO experience.

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Shaping the Discussion

Provide networking platforms:LEGO Ideas create a section on their website that would allow consumers to upload their videos, discuss their ideas and talk about the brand. LEGO Ideas is a platform on the LEGO Company’s website which can be utilized as a networking platform for consumers.Social media platforms will be created where LEGO fans can discuss and communicate with other LEGO communities and fans to share ideas, experiences and solve problems. At the start of the campaign between October and December we will create separate social media pages promoting the festival. This will include a new channel on YouTube, creating a hashtag (#LegoFilmFest) on Twitter, festival event page on Facebook, and Instagram page.We would link all the LEGO Film Fest social media to the company’s website, where links to entry forms to compete at the festival. Creating the separate film festival page on various platforms will bring together all the communities, which are taking part, which can act as a linking value between communities. Different communities can learn, support and co-create with each other, making them stronger. LEGO’s Head of Community Co-creation Peter Espersen (Davidi, 2014) can monitor and interact with the communities easier and foster relationships with them, as they are all joined to the one bigger better platform.The film festival is a way to bring LEGO communities together in one geographical location to play with LEGO, look at what other consumers have created. This will create a memorable atmosphere and immerse LEGO fans completely in the whole LEGO experience.

Use blogs and other social media tools: Social media will be used to share and vote on consumers’ trailers of the movies. Consumers will be able to comment on the trailers, what could be improved and engage with each other. This would create a sense of community, by linking all communities together from Disney Princess to Star Wars. A sharing of interests, sentiments, behaviours, and objects would link them together using creative movies. It may result in those outside communities to view the videos, and encourage them to join the community that revolves around the film festival and even make their own video or visit the festival. Social Media pages would be used throughout the campaign, to promote the Film Festival, the LEGO brand and its heritage. The Film Festival Facebook page would be co-constructed by the communities. LEGO would monitor the content of this page but would not attempt to filter what is being posted. The content that LEGO would post, would include information about the campaign that would be available on all forms of media throughout the campaign, videos that consumers have made, clues

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about the treasure hunt at the event, and photos and videos taken at the festival.

Traditional and Internet based promotional tools:Tools used to Launch the festival: Press Releases, mass media TV campaign, online launch on website, social media and celebrity endorsements and on LEGO boxes. (See appendix 5)Press releases and mass media TV campaign would be used to notify LEGO Fans of the Film Festival. Due to the campaign being primarily online, press releases and mass media will only be used to direct Fans to the LEGO website. The flyer (Appendix 3) created will be used in all traditional promotional tools. In the case of TV commercials an image of this flyer will be shown at the end of the LEGO’s standard Christmas TV advertisements.LEGO has numerous celebrity fans that could be utilised in the campaign to support the online launch of the Film Festival. Ed Sheeran, David Beckham and Richard Hammond will be used to launch the campaign

through creating trailers of their own. ‘I’m gonna pick up the pieces and build a Lego House’ are the first lyrics for Ed Sheeran’s song ‘Lego House’ released originally in 2011. This video was reshot using LEGO bricks and so far has reached 7 million reviews on YouTube 4(The Live Room powered by Warner Music, 2013). Ed Sheeran will attract new fans to the LEGO Brand as he is a young, popular music artist and a LEGO Fan.

David Beckham who has mentioned in numerous interviews that he finds LEGO helps to calm him down 5(The Guardian, 2014). David Beckham is also a renowned philanthropist and he would partner with their LEGO Foundation6 (The LEGO Foundation, 2015). Another famous AFOL (Adult Fan of LEGO) is Richard Hammond who has released a video on YouTube declaring his admiration of their product 7(Richard Hammond's Tech Head, 2011) and pointing out the creativity of Lego users. He has also quoted LEGO as helping him when he was involved in a serious injury.

4 https://www.youtube.com/watch?v=NEqY0eY1_vQ#t=38

5 http://www.theguardian.com/football/2014/feb/02/beckham-lego-calm-football-star-stress

6 http://www.legofoundation.com/

7 https://www.youtube.com/watch?v=N-5lw1SuOIo

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Entering trailer: As mentioned above, separate pages on social media’s would be used as tools to promote the festival and LEGO’s brand values and heritage. Using the website and social media pages, information would be provided to LEGO brand communities, regarding the competition. A link would be provided to the LEGO Movie Maker app through the website and the different social media pages. The Film Festival social media pages would be linked to all known brand communities, where collaboration between different brand communities would be encouraged.

Voting: Promotion would be given to travel agents and online holiday websites (e.g. Booking.com), where consumer would be able to buy a packaged holiday, trip to California, where they would get flights, tickets to the film festival, passes to the LEGOLAND resort and stay in the LEGOLAND hotel.

Trailers would be able to be viewed on the “LEGO TV” app and links to vote for them. To enter a vote, an email address is entered. The email address is then used for direct marketing.

Promotion would be on LEGO’s “LEGO Club Magazine”. Direct marketing would be used to email those individuals who are a

subscriber to the magazine, as well as those who have a LEGO VIP card. For those who voted for specific themes of films, directing marketing would be used to promote products in that category. For example, those who voted for science fiction themes, we would send emails relating to Star Wars, Harry Potter, and other science fiction related products. Voting would result in people promoting their own videos and sharing of other entrants’ trailers, on various social media platforms.The online campaign at this point would include using their website, YouTube channels and other forms of social media. A trailer would be promoted per day, for each continent, according to the analytical data found from the various social media platforms and google analytics. The time of which promotion would be announced or posted, would be during the time when the volume of traffic would be highest, for each continent. To target children and adults who do not have access social media. We would place tablets in toy stores, where children can play on the LEGO applications, where they can also view and vote for their favourite trailers. The stores used would

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include all major toy stores, Hamleys of London, Toys R Us and the LEGO stores, among other large toy stores. In Store televisions, sample trailers would be used to encourage voting for trailers. Information regarding promotional holiday packages to the festival on in-store televisions to encourage attendance to the festival. Results of the winning trailers would be posted on the website, all social media pages and displayed on in-store televisions.

Pre-Festival: We would promote the trailers that have reached to the film festivals. Clips of these films would be released, online on the LEGO website, as well as the specific social media pages for the festival.

Festival: As part of the festival, we would create a Snapchat account, where those who are at the festival, would be able to send “snaps” of their experiences. We would screen shot those snaps, to be used as part of the post festival advertising.To promote “LEGO Ideas”, during the event we would set up a “play area”, those who are attending the event could create their own designs and display some of the already manufactured successful LEGO ideas. This could be promoted in conjunction with the LEGO connection app. Festival goers would be able to create their own designs, share their designs via the app and others would be able to view and improve on their designs. These designs would then be able to be uploaded on LEGO Ideas. Tablets would place at this location where festival goers would be able to view upload design and vote for them. Festival goers would have full access to all activities in LEGO Land and facilities there.

Post festival: A press release would be sent to all major newspapers and other forms of media, announcing the winner of the Film Festival. The films created would be made available to watch on the LEGO TV app and the website. Links for these would be available on the festival social media pages.

Provide information: Information would be made available on LEGO boxes and pamphlets within the boxes, regarding the launch of the festival initially. Information would include ways in which one can enter the competition, the entry dates, requirements, and when the festival is being held and

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where. Other information on the box would include links to use the improved “Movie Maker” app which we would work with Lapse It to develop. There would also be a link to the social media pages that have been made specifically for the film festival, as well as the company’s website. Once the closing date for the entries is reached, the information on the boxes would change from information about how to enter to the competition, to random facts about LEGO, for example, “The LEGO name is made from the first two letters of the Danish words LEG GODT, meaning “play well”.” More facts are available here: http://education.lego.com/nl-be/about-us/lego-education-worldwide/lego-facts To provide information about the brand’s heritage, the company would release videos on various forms of social media, mainly YouTube. The videos would include two topics, one of “LEGO Memorable Moments”, and The LEGO family, i.e., the workers. “LEGO Memorable Moments”, would involve looking at significant points in the history for the LEGO Company. The LEGO Family would try to eliminate the view of LEGO as a big corporation, showing that it is a caring, fun place to work. LEGO’s Movie Maker app would help communities to create the movies and trailers to enter into the competition.

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Be outrageous: To incorporate guerrilla marketing, The Wizard of Oz, Yellow Brick Road, would be created using a printed LEGO design, which would be located in San Diego and the surrounding areas of LEGOLAND, which would be in the direction of LEGOLAND California. LEGO men would be on the Yellow Brick Road pointing towards LEGOLAND.Due to LEGO being a global brand, glocalisation (Beyer, P) is an important element of our campaign. The videos are a way to create anticipation, while encompassing the cultures of our consumers. These videos would be co-created with LEGO Fans, who have previously created other unique videos. It would give LEGO users the opportunity to comment on and share the videos and would facilitate the conversation. It would bring together different brand communities with different cultural backgrounds that share a love for LEGO, to celebrate LEGO in a fun, creative environment. As part of glocalisation for the Spanish Market, we would be recreating the infamous ‘Running of the Bulls’ in Pamplona using LEGO. This is a unique event to Spanish culture and will be a talking point to encourage the Spanish LEGO fans to participate in the Festival and communicate with other cultures.

Provide exclusivity: There is a number of ways in which we will provide exclusivity, however we do not want to exclude potential new members of LEGO communities. As part of voting each person must create an account. A part of which will require them to give a password and an email address. To create exclusivity, we would email all those who have voted, thanking them, giving them an exclusive clip of The LEGO 2 movie trailer.For those in brand communities, a “treasure hunt” to view exclusive films would be held. Clues would be given to brand communities and fans, for secret locations of film viewings, around LEGOLAND, during the festival. As LEGO have just announced the Doctor Who range, we would use the Tardis’ as the entrance to these secret locations. We would vary the level of difficult to the clues given, thus providing exclusivity, to those more avid LEGO Fans. A limited number of trailers, one hundred, would get through to the Film Festival. Prizes from the Film Festival would include an exclusive trip to the

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Premiere of the LEGO 2 movie and VIP passes to all major LEGO events for a year. Promotions with travel agents and online holiday websites (e.g. www.booking.ie) would be exclusive to those who booked prior to the results of the trailers being announced.

Design products with talking points: Originally we found consumers making videos of their own, using LEGO. We want to facilitate this conversation. There is no denying creating these videos will create talking points, which would revolve around, the making of the videos and various effects used by individuals. Consumers would initiate campaigns of their own, to get votes to win the competition. As LEGO is such an international brand, glocalisation is a factor that we felt, was required in the marketing campaign. We feel that it has potential to create major talking points about LEGO in its respective cultures and thus encourage participation from all cultures. For our campaign, we have chosen four different cultures as examples.

Spanish Markets:For Spain, we could focus on the culture of football in Spain and co-create a LEGO Stop Motion video of a football game between Barcelona and Real Madrid which would be aired at half time at a football game in La Liga. We would contact certain YouTube bloggers who have created videos such as (Weevil888, 2014) https://www.youtube.com/watch?v=p0mz947oegQ ,which has ranked up to nearly 4 million views. Another idea, previously mentioned, for the Spanish

Market would be recreating the infamous ‘Running of the Bulls’ in Pamplona using LEGO.

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Asian Markets:We found that in the Asian market that education is a major priority. Thus, we believe for LEGO to be accepted in this market, emphasis needs to be put on the educational aspects of the toy8 (Billing, S. 2014) Preferably to cater for this market, we would encourage users to create videos of LEGO being used to solve problems in an entertaining manner or being used in education videos such as http://youtu.be/YQQnjkzJ3IQ (Wiggins. J, 2014).However, a more radical approach may be by utilising LEGO, to create unique music which may suit the culture that has fostered for example Hatsune Miku, the world’s most famous Vocaloid. This could also incorporate the educational aspects as one programmer used his knowledge and applied it to LEGO Technic’s to create ‘Play House’9 (Solon, O. 2014).

Irish MarketsIn order to target the Irish market and distinguish it, we believe the focus should be on the everyday culture of Ireland. This will be done by creating videos of normal situations, utilising a wide variety of dialects and colloquial phrases. Our plan to target the Irish Culture, would involve partnering with Sminky Shorts (a popular Irish animated cartoon on YouTube)10 (Sminky Animations, 2012) to create a unique Irish Stop Motion

video. Collaborating with a well-known authentic Irish cartoon may convince people that LEGO really wants to bring all types of people together in a fun, creative manner.This may also target many Irish users who have emigrated abroad and give them a chance to fondly remember their home and introduce people to Irish culture in their new host country, thus creating talking points and building a sense of community between people worldwide.

American Market

8 http://www.businessinsider.com/afp-lego-lays-building-blocks-for-asian-dominance-2014-10?IR=T9 http://www.wired.co.uk/news/archive/2014-04/26/lego-music-alex-allmont10 https://www.youtube.com/watch?v=J9PwWq3le9A

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For the American market, we would engage in a marketing campaign at specific times such as Thanksgiving, the Super Bowl and the Fourth of July festival. In order to create anticipation, there would be a trilogy of videos telling a specific story with a tease of when the next video is released. These teasers would create talking points and be a source of a reminder for the upcoming Film Festival. LEGO can capitalise on these events to encourage other users to attend the festival. Collaborations would occur with users, such as Dave Eric Smith, who created a Brick Bowl video, which converts the Super bowl to ads as LEGO11 (Smith, D.E., 2015).

Support causes:LEGO donate to a children's charity each year and a portion of the festival proceeds would go to that chosen children's charity. By promoting this, it would further promote LEGO’s brand values of having a positive impact in communities and help fulfil their stated responsibility of developing children. This will further develop their brand loyalty and people will be more willing to come to the festival if it’s supporting a charity. As previously mentioned, David Beckham would partner with the LEGO foundation as part of our campaign.

Utilise stories:The videos of the “LEGO Memorable Moments”, the LEGO family (workers) and the glocalisation videos further develops LEGO’s brand heritage and values, their story and relationship with fans. Snapchat videos and photos sent by festival goers, can be utilised to create the festival story, which will be used as part an ongoing campaign to promote the Film Festival as an annual event. These stories would capture family and friends playing together and embracing the whole LEGO experience.Following the festival, movies would be released for those who did not attend the event to view. The aim of releasing the winning videos and creating a LEGO product range related to the festival is to create longevity, aid the continuation of this LEGO experience and make the event an annual event thus hopefully creating a legacy and a huge brand community.

11 https://www.youtube.com/watch?v=YWTCM0KqHy4)

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Conclusion

Our aim was to bring all LEGO brand communities to one geographical area, to build a memorable LEGO experience in which interaction between different LEGO communities and cultures are encouraged. This is achieved by creating the LEGO Film festival, where LEGO Fans have the opportunity to network and play together, thus, creating a combined active brand community.By placing the “play area” at the Film Festival, where attendees can create their own designs, as well as existing LEGO Idea designs can be viewed, will increase the volume of entry into LEGO Idea and increase the volume of votes.The online voting will increase the average length per visit, due to fans viewing and voting for trailers, and exploring the LEGO website as a result.The trailers virality will result in an increase in the number of shares and like on LEGO’s own social media pages, as well as, the festival specific pages. Due to the voting system, more likes and shares would be received on the Film Festival pages, as well as LEGO’s main social media pages. All festival related tweets will be hash tagged #LegoFilmFest, to create a trend on Twitter. As part of the Film Festival, direct marketing is conducted, by using the emails provided by voters. The emails will be targeted at product ranges of interest based on trailers viewed and voted for. A festival specific product range will be released following the festival. This would result in increasing sales online.Our campaign combines LEGO’s brand values of imagination, creativity, fun, learning and caring, which is used to create an annual event that brings all LEGO communities together, that share these values.

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AppendixAppendix 1

First LEGO’s mail:

Second Tim’s mail

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Second LEGO’s mail

Appendix 2

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Appendix 3- Lego Print Information Flyer

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Appendix 4YouTube Video ClipsResearch Conducted:Search Term: LEGO Star Wars: Storm-Trippin'https://www.youtube.com/watch?v=7SpNHMwwID4

Search Term: Lego Assassin's Creedhttps://www.youtube.com/watch?v=3X_tGB90KNgSearch Term: Ghostbusters Stop Motionhttps://www.youtube.com/watch?v=l1wbZ-WWKow

Shaping the DiscussionSearch Term: Champions League Final 2014 in LEGO (Real Madrid v Atletico Madrid)https://www.youtube.com/watch?v=p0mz947oegQSearch Term: LEGO Hydraulic Backhoehttps://www.youtube.com/watch?v=YQQnjkzJ3IQ&feature=youtu.beSearch Term: Sminky Shorts: I Can't Do Ithttps://www.youtube.com/watch?v=J9PwWq3le9ASearch Term: Brick Bowl 2015https://www.youtube.com/watch?v=YWTCM0KqHy4

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Appendix 5Timeline for CampaignOctober 2015: Pre-Launch

Rework the Lego “Movie Maker” app; improve function to make it more user friendly.

October-December 2015: Launch Television advertisement press release online launch including Lego website and film festival social media

pages links to movie maker app and social media pages to all known brand

communities create hashtag (#LegoFilmFest) celebrity endorsements competition information on boxes and flyers Direct marketing using Lego’s “Lego Club Magazine” and Lego VIP

cards Thanksgiving promotion trailer

January 2016: Entering Trailers Continue all promotions and engage when needed on social media

sites Sharing of Trailers uploaded Encourage entry to competition before deadline on social media and

in-stores. Use some glocalisation promotional videos released to encourage all

culture participation. Trailer deadline.

February-March 2016: Voting Voting begins start of February and link on website. Trailer promotions and encouragement of participants to vote and

share on social media. Trailers uploaded to Lego TV and link to voting on website. Holiday package promotions

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Thank you emails sent with exclusive Lego Movie 2 clip. Video and voting in-store promotion in all major toy stores(Lego

Stores, Toys R Us) More promotions in Lego’s “Lego Club Magazine” and VIP cards. Super-bowl advertisement

Mid-March- July 2016: Pre-Festival: Results of the winning trailers would be released and successful

trailers links released and used as promotional method for the festival.

Promotion with travel agencies and online travel websites would end.

Videos of “Legos Memorable Moments” and videos of the Lego family released.

All glocalisation videos released. 4th of July Independence Day Trailer released. Guerrilla marketing

29-31st July 2016: Festival Snapchat stories released and screenshot for release on social

media. All social media sites updated daily. Lego Idea concept, voting system and website promoted. Weekend activities planned (treasure hunt for film clips)

August 2016 onward: Post-Festival Press release would be sent to all major newspapers and other forms

of media, announcing the winner of the Film Festival. Winning clips released. Lego festival product range released. Snapchat stories released on social media sites and promotions for

next year’s event begins.

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Bibliography

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