targeting audiences through the Lego movie ad break

8th January.

1. The British heart foundation, premier inn and confused dot com all paid for the costs of their adverts themselves. This tells us that each company had a strong desire to be apart of this, so much so they would provide payment themselves. This is because it was a revolutionary event, and something that had never been done before. They  wanted to be apart of this new idea, even id it meant putting money towards it. The brands also must have had a large amount of faith in the movie and believed they would make their money back otherwise they would not have taken the risk. Lego is also  much loved brand my children and adults alike, and the partnership will want to gain publicity to the brands. It is also family friendly expanding the amount of viewers.

2. yes, i think that this was a conscious decision from the marketing team behind the film. It was important that they stick to the theme of the movie when producing the ad break, and if they had not have used real Lego blocks it would have ruined the brand image of the movie. The Lego movies main marketing strategy is being produced differently to other movies, an example being how they mimic the look of Lego structures in the movie. This method is different and draws people in, which therefore needs to be maintained within the add break. It also gives people a sneak peak into the movie, and increases excitement because from the ad break you are able to tell the movies theme and certain elements about it. Therefore it was a conscious decision 

3  The appearance of a character in each advert is important because it allows people to distinguish the link between the ad break and the movie. Keeping the brand name alive within the adverts would need to be extremely important for Lego. Adults and children alike may see a particular character they personally have a liking too, and relate that to the product and the movie. Therefore it is an effective market tragedy for both. It also gives people an insight on the character's that feature in the movie, and increases their excitement.