The
LEGO Movie (2014)
grossed more than $468 million worldwide over its eight-month run,
making it one of the highest-grossing films of 2014. In fact, in its
opening weekend alone, it recouped the production budget with $69
million. By comparison, the second highest-grossing film during that
same weekend, The
Monuments Men (2014),
only grossed less than a third.
The
movie turned out to be LEGO's ace-in-the-hole in its marketing
campaign.
Following the movie's debut in February 2014, new backlinks swelled
to almost 30 times the backlinks last year. All the talk about the
movie raked in a lot of links to the LEGO website. Children have been
playing the blocks in the past, and thanks to the movie’s
widespread popularity, they're more likely to play with them again
today.
SEO
experts deconstructed this marketing coup and explained that it had
fulfilled the five basic elements of content marketing:
