LEGO/DC

SUPER-VILLAINS

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

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.

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TEASE PHASE

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.

Tomorrow

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3 Days

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5 Days

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ANNOUCE PHASE

We announced LEGO DC Super-Villains with a variety of content themes:

  • Wanted Posters that employed motion design to showcase the key art characters and build intrigue

  • 3D models of Harley Quinn and The Joker, utilising Facebook’s latest innovation to drive interactive engagement with the key characters in a new format

  • Eye-catching event posts to get online audiences to our events, panels and demos on time and at the right place

  • Memes to bring the characters and humour to life for fans through a universally popular format

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CHARACTER CREATOR

In the “Character Creator” phase we tailored our content plan to the USP of the game, the “Custom Character Creator”, and used video, interactive stories and Carousels to get audiences engaging with the idea!

STORY PHASE

By combining interactivity with the game’s overarching story, we provided fans with the opportunity to find out more about their favourite Super-Villains and their backstories. This encouraged the collection of our content amongst fans while also keeping them engaged for future posts.

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LAUNCH PHASE

Our launch assets utilized gameplay, cutscenes, original illustrations and calls to action – all to sustain the hype and inspire people to get the game, create their Super Villain and share their creations with the #LEGODCGame community online!

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We Want You - Joker Uncle Sam
We Want You - Joker Uncle Sam

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We Want You - Poison Ivy
We Want You - Poison Ivy

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We Want You - Assemble
We Want You - Assemble

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We Want You - Joker Uncle Sam
We Want You - Joker Uncle Sam

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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".

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