At the launch of The LEGO® Movie 2, VisitDenmark, Warner Bros. and LEGO built on the success from The LEGO® Movie.
Another clumsy adventure with Emmet & Co. provided the opportunity for a strategic co-branding campaign to promote Denmark as the home country for the LEGO brick and the new LEGO movie.
In collaboration with Warner Bros, VisitDenmark ran a cross-national B2C-campaign with a competition for a family trip to Denmark as the focal point. The prize included accommodation at LEGOLAND Castle Hotel and access to both LEGOLAND and LEGO House.
The aim of the campaign was to increase the awareness of Denmark as an attractive family destination and to share the narrative about the creative Denmark.
The Netherlands and Germany were the campaign’s priority markets, and one the goals was 35,000 visitors on the Dutch and German sites, respectively. With 156,864 visitors to the two sites, the results exceeded the expectations, creating great exposure for all partners involved.
The campaign also provided a unique third-party exposure through local collaboration deals – from H&M in Sweden, over bol.com in the Netherlands to HBO in India.
Campaign period: January 28 - February 28, 2019
Target group: Coast & Nature
Markets: Global with the Netherlands and Germany as prioritized markets
Partners: Warner Bros., LEGO®, LEGO® House, LEGOLAND® Billund Resort and local partners