WARNER BROS. GAMES
LEGO DC Super-Villains
Case Study – Social
WARNER BROS. GAMES
Together with the global campaign plan, Eye-D is responsible for the North American social media strategy, content creation and management of all owned social media channels for Warner Bros Interactive Entertainment and #LEGODCGame.
SOCIAL MEDIA CAMPAIGN
We created a unique social media strategy to reflect the game’s creative vision and narrative, as well as a content plan that excites gamers and fans of LEGO, DC Comics and Warner Bros Games (from tease through to launch of the game). We tailored our assets to reach audiences on two levels:
Character focused content to drive awareness and build engagement
Feature content to drive deeper interaction and purchase intent
The ongoing campaign to date has achieved phenomenal results
without any paid media support.
TEASE PHASE
We teased in the arrival of the Super-Villains with a series of vandalisms – taking over and transforming the channels for the previous LEGO title: LEGO Batman 3. We also created a series of countdown animations to use on Instagram Stories for the build-up to the game’s announce.
ANNOUNCE
We announced LEGO DC Super-Villains with a variety of content themes:
CHARACTER CREATOR
In the “Character Creator” phase we tailored our content plan to the USP of the game, the “Custom Character Creator”, and used video, interactive stories and Carousels to get audiences engaging with the idea!
STORY
By combining interactivity with the game’s overarching story, we provided fans with the opportunity to find out more about their favourite Super-Villains and their backstories. This encouraged the collection of our content amongst fans while also keeping them engaged for future posts.
LAUNCH
Countdowns × Super-Villains Unite! × We Want You!
Our launch assets utilized gameplay, cutscenes, original illustrations and calls to action – all to sustain the hype and inspire people to get the game, create their Super Villain and share their creations with the #LEGODCGame community online!
RESULTS
Over 40 Million Impressions
Over 35 Million people reached
Over 500,000 actively engaged fans
Over 10 Million video views
In addition to the above figures, our best performing content drove Engagement Rates* well above the industry average:
3% Engagement Rate
27,814 People Reached
4,749 Video Views
1,209 Engagements
11.5% Engagement Rate
24,145 People Reached
2,767 Engagements
32,401 Impressions
4.5% Engagement Rate
53,723 Impressions
18,661 Media views
2,433 Total engagements
It's time for a new Super-Villain. The star of the show IS YOU! #LEGODCGame is available now! pic.twitter.com/kqMnESgOU0
— LEGO DC Super-Villains (@LEGODCGame) October 16, 2018
*Average organic engagement rate benchmarks: Facebook: 0.16% | Instagram: 1.73% | Twitter: 0.046%. Source Rival IQ
