Make a Mosasaurus-sized social media splash to maximize awareness of LEGO Jurassic World upon its simultaneous release alongside Jurassic World on June 12, 2015.
Recognizing YouTube Gamers as an audience more likely to purchase entertainment than the general online population, WB Games set out to collaborate with genuine influencers on who could cleverly integrate LEGO Jurassic World into their content.
Carefully selected based on their creativity and aligned audiences, three were chosen to lead the charge to reach the main interest demographics of LEGO Jurassic World -- gamers, pop culture enthusiasts and families. See below for participant bios:
>> The Game Theorists (Gamers) - Matthew Patrick of the widely-popular YouTube series Game Theory presents a 15-minute in-depth analysis of the science behind creating hybrid dinosaurs, inspired by custom dinosaur game feature in LEGO Jurassic World. (Watch here)
>> Tobuscus (Pop Culture Enthusiasts) - Toby Turner belts out a comedic-musical "literal" version of the LEGO Jurassic World official launch trailer in his signature style. (Watch here)
>> Mediocre Films (Families) - YouTube prankster Greg Benson polls local gamers about LEGO games and dinosaurs while perfecting his microphone skills in a special LEGO Jurassic World edition of his recurring man-on-the-street segment. (Watch here)
The campaign amassed 3.9 million combined YouTube views to date, influencing sales to make LEGO Jurassic World a Top 5 best-selling videogame title in its first three months, including the No. 1 spot in July 2015.
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