Once Upon a time…
In the build-up to the hotly anticipated LEGO Batman movie, Warner Bros. was on a mission to make it the number one film on everyone’s lips for the half term holiday. We decided to shine the spotlight on LEGO Batman, highlighting his iconic and playfully irreverent character by placing him centre stage to hijack the most popular sections of Metro.
Here’s what we did…
Ensuring LEGO Batman barged in and made his grand entrance, we made him a star guest editor of the paper for one whole week. Each day, we produced original content that appeared in a range of scenarios across a selection of Metro’s favourite sections.
Executions included the egotistical superhero bragging about his heroic city-saving stories in our Good Deed Feed, strutting his stuff in ‘Capes from the Batwalks’ fashion special in Trends, and we even got a glimpse of him attempting to be a regular old soul like the rest of us whilst he chased love on the underground in our Rush-Hour Crush.
Not only did the movie take centre stage in our most popular sections inside the newspaper, the activity was also signposted each day on the front cover.
And they all lived happily ever after…
Metro readers who picked up the paper that week were so impressed with the creativity and humorous takeover, that it resulted in over half of readers acting or intending to act after seeing the LEGO Batman branded content in Metro.
- 70% of readers recalled the campaign, most of whom described it as amusing, eye-catching and entertaining
- 91% agreed it was a good way of getting people interested in the film
- 83% agreed it stood out from other sorts of advertising
The high impact campaign, was extremely popular with readers and Warner Bros. alike.