PR Team: Golin/Harris International and in-house
Campaign: Launch of 'Lego and Steven Spielberg MovieMaker Kit'
Timescale: January - April
The 'Lego and Steven Spielberg MovieMaker Kit' enables children to build
and film their own movies using a film-set construction kit and
professional quality, child-friendly software which edits footage, and
adds sound effects. It was launched in the UK and Europe on 1 April,
retailing at around pounds 160.
To create awareness and demand for the product. To develop brand
recognition among children and adults.
Strategy and Plan
Prior to 1 April, e-mail teaser clips of films (Jurassic Park, Indiana
Jones and Jaws) were recreated by Lego and sent out to national,
consumer, regional and trade media.
A movie/cinema-themed event - which included Lego ice-cream,
clapperboard, and actor sculptures - constituted two 'open days', held
at Golin/Harris's office, inviting the media to play with the kit.
The media also had an opportunity to sample other Lego products.
Professor Stephen Heppell, director of Ultralab, a learning technology
centre that specialises in examining how children can learn through
technology, endorsed the product.
Measurement and Evaluation
Coverage was achieved in nationals, including The Times, The
Independent, The Guardian, Daily Express, The Mirror, The Sunday Times,
Independent on Sunday, Sunday Express, The Times Educational Supplement,
Evening Standard and Metro.
Broadcast coverage included Channel 5 Breakfast News, to 40 countries
via The Sci-Fi Channel. Consumer media included The Face, Wallpaper*,
Stuff, Mondo, Edge, with regional media including The Northern Echo and
Manchester Evening News. Further coverage is planned.
Though no figures have been disclosed, Lego has revealed that it has
reached the highest launch sales of similarly-priced Lego products.