Campaign details

Brand: The LEGO Batman Movie
Brand owner: Warner Bros.
Lead agency: PHD
Contributing agencies: Drum
Country: United Kingdom
Industries: Films & movies
Media channels: Content marketing, Social media, Television, Video on demand
Budget: Up to 500k

Executive summary

Following the success of The LEGO Movie in 2014, the UK box office's expectations around The LEGO Batman Movie wouldn't be met if its launch campaign didn't help it appeal beyond a younger, family audience and demonstrate that the movie was genuinely funny and 'not just for kids'.

So we demonstrated both of those things by targeting a young adult audience on Channel 4 with Batman Barges In – a unique native content partnership that made LEGO Batman a continuity announcer on Channel 4 for four days in the run-up to the movie's release.