Be Ninja!
Background
The LEGO Ninjago Movie is Warner Bros. 3rd LEGO blockbuster movie release 2017. Ninjago one of the most popular LEGO owned IPs is about 5 teen ninja who live in the city of NINJAGO. With the guidance of their martial arts instructor Master Wu, they defend the city from Llyod's (AKA The Green Ninja’s) father Lord Garmadon.
To coincide with the movie release LEGO designed a series of product SKUs that reflected key moments, places and vehicles in the story.
Brief
Build anticipation and excitement around the movie release, promote the LEGO products and give fans deeper knowledge of the story.
Approach
Anticipation
The LEGO NINJAGO Movie was coming to theatres in August. We used LEGO.com's June deployment date as an opportunity to build anticipation by designing a home page takeover that teased the upcoming movie with a trailer and shared 'insider' knowledge.
Excite
Building on the excitement from the movie release we launched the new brand platform "Be Ninja" with a new movie-themed re-skin of the franchise website, refreshed home page design, and MOVIE-themed WU-CRU missions.
