EXCLUSIVE: Chevrolet, Chiquita, Discover, McDonald’s, and Turkish Airlines are just some of the brands heightening the global campaign for Warner Bros.’ The Lego Movie 2: The Second Part‘s to an estimated $100M, a number that exceeds the $80M advertiser push for Disney/Marvel’s The Guardians of the Galaxy Vol. 2 and Universal/Illumination Entertainment’s The Grinch. Lego Movie 2‘s global brand push is double the value generated by the surprise 2014 pic (which made $469.1M at the WW B.O.) with four times the worldwide reach.
Lego Movie 2 opens on Feb. 8 and is expected to debut to $45M-$55M stateside.
“The fact that we can draw such relevant and vital brands with worldwide recognition speaks to the level of enthusiasm for this film. Warner Bros. is proud to join forces with these key players across a range of products and services, whose unique market perspectives and opportunities will further amplify awareness for the newest LEGO adventure in a big way,” said Gene Garlock, Executive Vice President of Worldwide Promotional Partnerships and Alliances.
Campaign highlights include a one-of-a-kind, life-size touring Chevy Silverado built from 334,544 LEGO brick which made its first appearance at the Jan. 19. North American International Auto Show on its way to the sequel’s Feb. 2 Hollywood premiere. Chevrolet will also air a custom-animated TV spot taking promotional tie-ins to a whole new level. Watch the time lapse video below of how they built this hunk of truck:
Chiquita Brands International, meanwhile, is touting the big-screen debut of the character Banarnar—a bright yellow, LEGO brick-built banana—with a clever digital spot. The global partnership boasts a branded sticker prize campaign on more than 300 million bananas in the U.S. and Western Europe with extensive retail support. Watch the spot:
Discover Card, marking its first-ever film partnership, takes a trip to Apocalypseburg with a custom-animated spot featuring the minifigure warrior, Lucy. Below is their “Awesome” Late Payment Forgiveness Discover It spot:
McDonald’s launches its global Happy Meal program with more than 14 themed premiums in over 100 countries and 36K restaurant locations, reaching more than 65M customers per day, plus TV and online support.
Turkish Airlines, which partnered with Warner Bros. on Batman v. Superman with both product placement in the film, and a logo-themed jet, reteams with the Burbank lot on the Lego sequel. In August, the airline launched the first-ever LEGO passenger safety video, inspired by the movie franchise. That video topped the viral charts with 20M views in just one month and then brought home gold at the 2018 Clio Entertainment Awards. Turkish Airlines will drop a second Lego safety video celebrating the movie’s release. Like BvS, Turkish Airlines also added a LEGO movie-themed wrap plane to its fleet.
In a global push, VisitDenmark, the country’s tourism and travel guide, is featuring a sweepstakes for fans to win a trip to Lego’s homeland.
Color Me Mine, the paint-your-own-pottery studio is publicizing a LEGO movie-themed “Kids Night Out” program nationwide. Screenvision Media is also offering exclusive in-theatre behind-the-scenes content stateside.
Targeted international programs also include a multi-million dollar media campaign from the UK’s largest furniture chain, DFS Sofas; themed Nestle Water bottles in Spain; and limited-edition stamps available online at laposte.fr, from France’s postal service, La Poste.
Warner Bros.’ Lego franchise through three movies has racked up $904M at the WW box office.
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