Brief
Together with the global campaign plan, Eye-D was responsible for the North American social media strategy, content creation, and management of all owned social media channels for Warner Bros Interactive Entertainment and #LEGODCGame. I took on the responsibility of Lead Creative, conceptualizing and delivering high-quality creative content for a year-long project all the way up until the game launch. The campaign excelled in every way, receiving exceptional engagement and award nominations.
Client:
LEGO: DC Super Villians
It's good, to be bad
We created a unique social media strategy to reflect the game’s creative vision and narrative, as well as a content plan that excites gamers and fans of LEGO, DC Comics and Warner Bros Games (from tease through to launch of the game). We tailored our assets to reach audiences on two levels:
-
Character focused content to drive awareness and build engagement.
-
Feature content to drive deeper interaction and purchase intent.
The ongoing campaign to date has achieved phenomenal results without any paid media support.
Tease
We teased in the arrival of the Super-Villains with a series of vandalisms – taking over and transforming the channels for the previous LEGO title: LEGO Batman 3. We also created a series of countdown animations to use on Instagram Stories for the build-up to the game’s announce.
Results
OVER 40 MILLION IMPRESSIONS
OVER 35 MILLION PEOPLE REACHED
OVER 500,000 ACTIVELY ENGAGED FANS
OVER 10 MILLION VIDEO VIEWS
In addition to the above figures, our best performing content drove Engagement Rates well above the industry average, and to cap it off the campaign was nominated in the Promax Games Awards 2019 for "Best marketing campaign of the year - Family/Rated E".
