The launch of the All-New Chevy Silverado pickup truck was underway, and we needed a way to capture the attention of untapped audiences while exposing them to the benefits of the new truck. Chevy’s answer was to engage in a partnership with Warner Brothers to align the Silverado with The LEGO Movie 2. While traditional and digital campaigns were occurring, our task was to stop people in their feeds, giving them an immersive experience that could only play out on social media.
In The LEGO Movie 2, there are characters known as Master Builders, who have the ability to build anything they want with the LEGO bricks around them. And people who drive trucks like to build things. So, we decided to turn everyone who follows @Chevrolet on Instagram in to a Master Builder.
Introducing a one-of-a-kind stop motion execution that hacked Instagram Stories with nearly 30 chapters, making it feel like you (the viewer) were building a LEGO Silverado brick by brick with each tap. Working closely with Warner Brothers, we created custom CGI and animations that matched the look and feel of both the marketing campaign and the movie.
As the sequence played out, the stars of the movie, Emmet and Wyldstyle, appear to provide commentary that highlighted the virtues of the real Silverado, ensuring that product messaging was loud and clear. At the end, Wyldstyle encouraged viewers to swipe up and build the real thing at Chevy.com.
Despite having nearly 30 taps, our Instagram Story achieved an impressive 60% completion rate with an above average click-through rate to Chevy.com. So, while it is a common adage to create short Instagram Stories within three to seven chapters, this proves that when you create something truly unique, viewers are happy to keep tapping.