IT TAKES A NINJA
It takes a ninja to spot a ninja.
Creating brand demand for LEGO® NINJAGO™ in advance of impending movie and new product launches.
Four years ago, The LEGO® Group launched its NINJAGO™ property with a TV pilot and eleven building sets focusing on several ninjas’ battles with the Skulkin army. Successful on TV and in stores, the resulting NINJAGO™ TV series has aired for five seasons with a full-length feature animated movie, releasing in 2017, in the works. But with two years to wait for the big screen premiere and just a few new playsets in 2015, there was concern that the stealthy series would lose heart- and mindshare among audiences.
LEGO® Systems tasked longtime partner Flashpoint PR with coming up with a way to keep the brand top-of-mind among budding ninjas and their parents, create anticipation for more significant toy and screen launches in the coming years, and reinforce the brand as a true media property. Since the NINJAGO™ line lives both onscreen and off, it was only natural to use video as a promotional tool. But with so much clutter in the video marketplace, unlike an elusive ninja, this content needed to stand out.
