To market LEGO Masters’ massive 3rd season, featuring huge celebrity guest appearances, and it’s themed-night format, FOX partnered with some of the most iconic brands in the world. Our goal was to build up excitement around each of these themed night episodes that featured some of the most brick-tastic brands in the world by creating the ultimate interactive weekly content series on social where fans could “Tap To Build” their very own Lego creations.
Our overall plan to market the 3rd season of Lego Masters was to lean into some of the most iconic brands in the world, and give fans a fun interactive experience where they could build their own lego sets with just the tap of their finger. First, we launched the season’s premiere episode with NASA by creating an astronomical Artemis Rocketship. Then, we went back in time with Jurassic World and hatched a Lego build 65 million years in the making. After that, we unmasked 3 mystery builds to cross-promote FOX’s very own The Masked Singer with a Retro TV, Phantom Mask, and a Totally Phat Boombox. Next, we knew fans would “Marvel” over the cutest Lego build in the galaxy. Finally, we crossed the finish line with NASCAR where we got the checkered flag!
One of the biggest challenges we encountered was ensuring we would have sufficient time for project development all to meet the crucial social posting date for promoting each weekly episode with its unique theme. Through proactive planning and effective coordination with our brand partners, we were able to secure available assets and necessary stakeholder approvals to ensure we met our posting deadlines and protected each brand’s precious Intellectual property.
In the end, The Lego Masters Tap To Build content series contributed to the 12 Million impressions and 1.2 Million video views making Season 3 the most Bricktastic campaign ever! This initiative proved to be a resounding success for the marketing team, making a substantial contributions to the overall promotion of Lego Masters Season 3. It also enabled us to forge strong partnerships with some of the world's most iconic brands, thus opening the door to a wealth of future marketing opportunities for seasons to come.