Authentic Brand Integrations: Lessons from LEGO

On Sunday night’s Oscar’s, there were many celebrity winner’s including John Legend & Common for their song “Glory” from the movie Selma. There was only one brand winner however; and that was Lego®. Lego statues were given out to random audience members including Oprah Winfrey and Emma Stone during a performance of the song “Everything is Awesome” from the Lego Movie (which was not nominated for best animated film).

Everyone remembers the Lego Oscar statues as a highlight of show. Meryl Streep re-enacted “American Sniper” with one and Oprah’s surprised face upon receiving one has been made into thousands of memes. There are several reasons this is a great brand integration, the first being that it is authentic. It didn’t feel like the brand was pushing its way into the telecast. Instead, the brand actually lightened up a very formal and some would say boring event.

Lego Oscar


Via Phillip Lord Twitter @philliplord

Lego has to compete with thousands of tech toys, but they are doing so well because they continue to remind parents and kids of the many creation possibilities with Lego. Lego is about creativity. It is about building something out of nothing and creating a world that you can play in. There is already a tutorial online so people can make their own Lego Oscars statue at home. I guarantee many homes across the countries now have Lego Oscar statues tonight.

At the end of the day, nothing beats raw creativity. That goes for marketing and for toys. Lego is an iconic brand. With movies, Lego Land, stores, and great marketing integrations, it shows no signs of slowing down. Remember, to always make your brand integration authentic by doing your research about the event, tying the integration into a bigger strategy, and supporting it with digital and social media surround. Creating a buzzworthy moment is great and you have to be prepared to help spread that message through the digital world. Lego did this with a pre-event and post-event tweet. The pre-event tweet only received 200+ re-shares and the post-event received more than 3,000.

In today’s consumer driven world, authenticity is key in everything you. This is especially true for event integrations where diehard fans will be. Consumers always remember the failures more than the successes so do your homework.

Lego Twitter


Via LEGO Twitter @LEGO_Group


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