Lego worked with Turner to create an Online & TV campaign to build excitement around launch of the Indiana Jones computer game.
Activision wanted to launch their first Lego Indiana Jones computer game - and we had to whip a campaign into shape to coincide with the release of the Kingdom of the Crystal Skull movie. But a lot of our audience hadn't met Indy yet. What would be the most effective way to promote the game - and quickly build affinity with an unfamiliar character? We created a fully integrated campaign that positioned Indy as the champion of action adventure itself.
The objective of the campaign was to build awareness and create excitement around the launch of the new Lego Indiana Jones computer game amongst a target audience of kids aged 6 -12.
We proposed sponsorship of the All-Action Hour on Cartoon Network: a slot that offered the perfect match between the audience's favourite shows and the Lego Indy brand. We wanted this connection to work as hard as possible so we made Indy the defender of Cartoon Network itself. These bumpers would show the network in peril, with Indy coming to the rescue. We gave kids the chance to truly put themselves in the game - starring as Indy in their own version of the trailer, with a photo of their face superimposed over Indy's face to reinforce their identification with Indy.
Despite the relative unfamiliarity of the Indy character within this audience, the game immediately secured the No.1 chart position across all platforms - and became the first title in six weeks to knock Grand Theft Auto 4 into second place. Our campaign remains one of Activision's most successful promotions ever, with over 1 million units sold in the UK.
We conducted research to ID the best time to schedule our ads, then created bumpers, breaks, and ads for our tune-in spots. We had evidence to demonstrate the effectiveness of integrated promotions (with 42% of boys who watched Cartoon Network using the internet every day, and 71% of visitors to the channel's website also tuning in every day). We were able to create a great microsite drawing kids in with deep content and a special competition). We drove further traffic there with banners and buttons across the rest of the Cartoon Network site.