Three key takeaways:
1) Talking directly to the viewer
Seeing as the success of the campaign relied on the videos ability to get viewers to see the story through to the end, we had the movie’s protagonist and hero Owen break the 4th wall and actively ask the viewer to help him out. Thereby the viewer became an off-camera character within the story. By doing so, we leveraged the conventions which users have come to expect from YouTubers, who on a regular basis prompt their viewers to subscribe or view other related content.
2) Designing for the platform
Knowing that on YouTube you have to capture the viewer’s attention immediately, we designed the intro of the first scenario to be both confusing, humoristic and action-packed. Basically, we knew we had to start with a bang. And what better way to do that than with an exploding volcano and a roaring dinosaur? This impactful beginning also served as the urgency that needed to carry on through the subsequent scenarios to make the viewer feel that the success of the mission was up to him/her.
3) Creating a supporting campaign
Although Rescue Blue as an original experience was designed for YouTube and as such only work on YouTube, there was still a variety of different platforms with different target audiences we wanted to reach. Therefore, a series of edits and derived assets where created using the original material to ensure both an engagement and conversion presence on platforms such as Facebook, Instagram, LEGO.com and LEGO Life. Though none of these assets directed viewers towards the YouTube experience, it made the Rescue Blue production as a whole a very versatile campaign toolbox for the markets to use.