To build a legion of loyal brand advocates, and set the stage for a successful launch, we leveraged San Diego's Comic-Con to reignite LEGO Dimensions using social media.
We planted seeds of what was to come in order to generate as much social buzz as possible. We enticed our fans and those of partner IPs to collaborate and discuss the game on their social channels.
During the event, we executed a strategy crafted to engage fans, both new and old, enticing them to collaborate with the brand, and advocate on behalf of LEGO Dimesnions. By monitoring the social habits of fans attending the convention, we were able to encourage them to visit the LEGO Dimensions booth, play the game, and discuss their experiences online.
A Preview Night for LEGO Dimensions was hosted on the eve of Comic-con revealing world exclusives surrounding the Doctor Who integration into the game. We teased the Doctor's inclusion in the days leading to the event, starting the conversation as early as possible, ensuring massive fan support while the Preview Night was live.
Utilizing branded Q&A tactics; fans of LEGO Dimensions and Doctor Who were invited to join the conversation by submitting questions to the game developers, producers, and even the star of Doctor Who himself, Peter Capaldi.
Fans were also challenged to participate in a scavenger hunt to find Lego statues throughout the event and tag themselves in pictures with them. In addition to the point-to-point fan interaction, LEGO Dimensions capitalized on peak conversation metrics to entice users to become fans of the brand, and purchase the game.
Riding the wave created by Comic-con, we continued the upward trajectory by feeding the rabid fan community that had been kick-started during the event.
LEGO Dimensions continued to lead, showing positive numbers in every KPI tracked, driving high conversation volumes and positive sentiment during the off-peak time immediately following the event.
LEGO Dimensions started as an underdog, but ended up on top after San Diego Comic-Con and continued to dominate in the social space.
In gaming, high scores matter, so let the numbers speak for themselves.
July 2015 - August 2015
Share of Voice: 60% (+38% MoM; 1st place among competitive set, previously 3rd place)
Total Impressions: +60% MoM
Total Social Engagements: +207% MoM
Net New Fans (all channels): +484% MoM
AVG Net Positive Sentiment: 91% (+7% MoM)
Drive to Purchase: +2,176% MoM