LEGO Jurassic World

Utilizing game mechanics in YouTube advertising

Challenge

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As a toy company, how do you pay tribute and tap into the excitement, action and buzz of a movie IP like Universal’s Jurassic World via a fun and engaging branded content experience?


Advance was tasked with figuring out how best to communicate the new assortment of cool LEGO products based on the movie IP Jurassic World: Fallen Kingdom in a way that engaged and reached kids on their #1 platform - YouTube. We had to: 

  • Create awareness of the new LEGO Jurassic World product assortment by producing a series of videos to bridge the LEGO sets and the Jurassic World: Fallen Kingdom movie.

  • Establish a style and tone that is multi-generational and preferably up in age yet appropriate for seven-year-olds.

  • Go from initial idea to final upload to YouTube in only 4 months.

  • Capture and transform the essence of a movie that we would not be able to see until after the campaign had launched.

  • Approach

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    Setting

    In order to establish the best possible link to the movie that had yet to launch, we stayed true to the movie trailers and the iconic scenes of main character Owen running from the exploding volcano, raising the velociraptor Blue and ultimately venturing into the mission of rescuing Blue. 


    We mapped out the key scenes of the movie and their location on the island of Isla Nuba in order to be able to reference our products in an authentic setting, capturing the DNA of the IP.

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    The rabbit hole

    To keep people engaged and not drop out of the story, we created a flow that would take the user on an engaging journey through multiple scenarios, each of them ending with the user having to actively make a choice on how to proceed.


    We wanted to create a consistently positive experience where the ‘wrong’ choice was just as rewarding as the ‘right’ one. We did this by having entertaining ‘fail’ scenarios and also avoiding backtracking, so that the story always moved forward. The ‘fails’ presented the result of the wrong choice in a funny way while guiding the viewer onwards to the main path. 


    In essence, this meant having a series of videos linked together via end-cards, both to accommodate the ranking algorithm of YouTube and to keep the user invested.

    Flow chart of different fails and resolutions for each encountered scenario

    Solution

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    We created seven videos in total

    Four main scenarios and three fails, all tied together into one engaging experience: Rescue Blue.

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    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.

    Results

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    The video series


    • On September 1st the US version of the first video past the 10 million views mark after four months.


    • The US version reached the YouTube Ads Leaderboard for two consecutive months, which is extremely unusual according to a Google representative and especially notable since The YouTube Ads Leaderboard highlights content based on consumer interaction and disregards spend.


    • The ‘pick-your-path’ format and end card path kept viewers engaged for longer and created algorithmically favorable watch sessions that drove above-average viewer retention. 


    • The full story has been ripped and reposted by users multiple times on both YouTube and Instagram. One such compilation version on YouTube is now at 3.5 million views.


    • Overall, the positive user reception of Rescue Blue actively contributed to the strong launch of the new product line, and in addition, resulted in the immediate request of a follow-up to be launched in the fall of 2018.

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    “First, I want to mention that the first feedback I received from the markets was very positive. They love the video and see it as a very strong asset. So, there is lots of excitement and enthusiasm in the markets which is perfect! So, thanks for all the effort of the team. Things have been really fast and the result is really awesome and above expectations.”

    Hélène Desprets, Senior Marketing Manager, LEGO

    Want to know more about our work with LEGO or the toy industry in general?

    Get in touch with Client Service Director and Partner, Jeppe Fonnesbæk

    Jeppe Fonnesbæk

    Client Service Director, Partner

    40 31 35 66 JFR@advance.dk