I always loved playing with Lego blocks when I was a kid. So it was a treat last weekend when I finally saw “The Lego Movie.” As a movie-length advertisement that revitalized the Lego brand, I was amazed at how well written and entertaining it was. There were a few basic messages in the movie that can apply to your next public relations campaign. Here are four key lessons from the toy brand’s clever, feature-length promotional appeal. 1. Stay relevant.
“The Lego Movie” was a carefully planned and written revitalization of the brand. The writers of the movie used intricate details and carried over many original Lego concepts from decades past. The brand cleverly connected LEGO’s past audience who feel nostalgia for the classic blue spaceman with its present audience of kids who love superheroes and ponies, appealing to adults and children alike.
2. Use content marketing.
To maintain the attention of its market, Lego made a full length movie. That’s content marketing at its finest. Use your product and yourself as the motivation for your blog posts, social media, and external communication. The best way to spread your message is through your own channels so use your platforms to establish yourself as the top expert in your field.
3. Stay culturally aware.
“The Lego Movie” touched on a lot of issues and themes in American culture today. Corporate power, freedom, and independence are a few of the movie’s surprisingly deep themes. By staying culturally aware, the writers drew in their obvious audience, children, but also captivated their parents in the process. Use that strategy to grab your audience in your next public relations campaign. 4. Creativity is important.
One of the major themes of “The Lego Movie” is creativity. In the Lego world, the characters were ruled by the evil Lord Business, who made it illegal to create structures out of pieces not sanctioned by government plans. Most of the characters had forgotten how to build creatively, which eventually turned out to be the most important part of the movie. It is important to use creativity in your public relations plans so you can capture your audience in unique ways.
“The Lego Movie” was an entertaining way to remind Lego’s audience that the brick-based brand is as strong as ever. You can use these PR lessons to inform your next campaign and keep your business at the forefront of people’s minds.
Have you seen “The Lego Movie”? Can you think of any additional PR Lessons from the film?
[FREE DOWNLOAD: 8 Tips on How to Manage a PR Crisis Effectively]
Beth Adan is a publicist at Three Girls Media, Inc., a boutique public relations and social media management agency located in the greater Seattle area. A version of this story original appeared on the company’s blog.