Setting a new high score

The toys-to-life market is dominated by deeply entrenched franchises and household brand names. LEGO Dimensions was struggling to leverage its diverse, niche IPs to connect with consumers, and tell the revolutionary ways in which it will change the genre altogether.

Without capitalizing on the game’s strengths, both Disney Infinity and Skylanders, LEGO Dimensions’ major competitors, were consistently winning in social share of voice every month.

LEGO Dimensions was not leveraging the main driver for fan excitement, the nostalgia factor, and did little to proselytize a potential customer into an advocate. By not highlighting the attributes that separated the game from its competitors, LEGO Dimensions found itself in third place among its competitive set.

To build a legion of loyal brand advocates, and set the stage for a successful launch, we leveraged San Diego’s Comic-Con to reignite LEGO Dimensions using social media.

During the event, we executed a strategy crafted to engage fans, both new and old, enticing them to collaborate with the brand, and advocate on behalf of LEGO Dimensions. By monitoring the social habits of fans attending the convention, we were able to encourage them to visit the LEGO Dimensions booth, play the game, and discuss their experiences online.

Titled “A Taste of Exploration,” this platform guided the creation of a full brand toolkit for Mission Foods, complete with high-level consumer insight and values, a brand platform establishing what Mission Foods stands for, key messaging pillars, and brand personality, tone of voice and design guidelines to ensure that Mission Foods is brought to life consistently across all consumer touchpoints.

A Preview Night for LEGO Dimensions was hosted on the eve of Comic-con revealing world exclusives surrounding the Doctor Who integration into the game. We teased the Doctor’s inclusion in the days leading to the event, starting the conversation as early as possible, ensuring massive fan support while the Preview Night was live.

Utilizing branded Q&A tactics; fans of LEGO Dimensions and Doctor Who were invited to join the conversation by submitting questions to the game developers, producers, and even the star of Doctor Who himself, Peter Capaldi.

Fans were also challenged to participate in a scavenger hunt to find Lego statues throughout the event and tag themselves in pictures with them. In addition to the point-to-point fan interaction, LEGO Dimensions capitalized on peak conversation metrics to entice users to become fans of the brand, and purchase the game.