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Sports Marketer Of The Year 2018

 

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NEWS REAL

• Manchester United has signed a multi-year deal with Marriott International, with multi-platform marketing including access to on-field & player experiences for 120M members of the Marriott BonVoy travel program.

• PepsiCo is acquiring the CytoSport supplements brand from Hormel, which includes the Muscle Milk line.

• MLS Los Angeles Galaxy has signed a deal naming Mescal El Silencio, a specially crafted mezcal label based in Los Angeles, as an official partner for the team and its venue, Dignity Health Sports Park. The alliance, being called the first mescal deal for a pro sports team, includes a Mezcaleria El Silencio bar on the main concourse.

• MLS FC Dallas has signed a pact naming Heineken as the official import beer for the club and Toyota Stadium. The alliance also make Heineken USA a founding partner for the National Soccer Hall of Fame, which recently opened in Toyota Stadium.

• Lisa Borders, who in October resigned from her position as president for the WNBA to become president and CEO for Time’s Up, has now resigned from that position, citing family situations.

KEEPING SCORE

Finalists For The Naismith Memorial Basketball Hall of Fame Class of 2019
Unveiled at NBA All-Star Weekend as finalists from the North American and Women’s committees to be considered for election in 2019:

Players
• Marques Johnson
• Bobby Jones
• Sidney Moncrief
• Jack Sikma
• Ben Wallace
• Chris Webber
• Paul Westphal
Coaches
• Bill Fitch
• Eddie Sutton
Referee
• Hugh Evans

Finalists from the Women’s Screening Committee
Player
• Theresa Weatherspoon
Coaches
• Leta Andrews
• Barbara Stevens

The Class of 2019 will be unveiled during a press conference in Minneapolis at the NCAA Men’s Final Four.

BUY SELL

Weekend Box Office Feb. 15-17
1. Alita: Battle Angel $27.8M
2. The Lego Movie 2: The Second Part $21.2M
3. Isn’t It Romantic $14.2M
4. What Men Want $10.9M
5. Happy Death Day 2U $9.8M
6. Cold Pursuit $6M
7. The Upside $5.6M
8. Glass $3.8M
9. The Prodigy $3.1M
10. Green Book $2.7M
Source: Box Office Mojo

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BodyArmor Into NCAA
No. 1 Colleges Since '92
Notre Dame Builds Brand
Cancer Drives Home
Men's Hoops Are 'Toxic'

Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
SUPER BOWL LIII

Monday
Feb042019

'Lego Movie 2: The Second Part' Piles Up $100M Marketing Like Lego Bricks

By Barry Janoff

February 4, 2019: The Lego Movie was such a smash that The Lego Movie 2: The Second Part is hitting theaters this week.

The first movie opened Feb. 7, 2014, earned $69 million its first weekend and has totaled to date more than $469 million worldwide.

The Lego Batman Movie opened Feb. 12,  2017 and took in $53 million its first weekend.

That has inspired marketing partners to spend more than $100 million in campaigns, according to Warner Bros., to help bring Emmet (Chris Pratt), Lucy (Elizabeth Banks), Batman (Will Arnett) and friends to the masses.

Considering that the movies themselves are extended commercials, for Lego, as they sing in the two films, “Everything is awesome, everything is cool when you're part of a team. Everything is awesome, when you're living out a dream.”

Among the brands aligned with Lego and/or The Lego Movie 2: Chevy, Chiquita, Color Me Mine (pottery painting studio), Dodge, DFS, Discover, McDonald’s, Nestle Water, Turkish Airlines and VisitDenmark.

And of course Lego and Warner Bros.

“The fact that we can draw such relevant and vital brands with worldwide recognition speaks to the level of enthusiasm for this film,” Gene Garlock, distributer Warner Bros. Pictures evp-Worldwide Promotional Partnerships and Alliances, said via the studio.

“Warner Bros. is proud to join forces with these key players across a range of products and services, whose unique market perspectives and opportunities will further amplify awareness for the newest Lego adventure in a big way.”

Chevy unveiled a multi-platform campaign including a TV spot, “Getaway,” with Emmet, Lucy and Batman in a Lego Silverado.

In real life, 18 builders spent more than 2,000 hours to create an exact replica of a full-size 2019 Chevy Silverado out of 334,544 pieces Lego pieces.

It was unveiled in January at the North American International Auto Show in Detroit before heading on  a cross-country auto show tour and a red-carpet appearance at the film’s Hollywood premiere.

Chiquita Brands International is supporting the big-screen debut of the character Banarnar, a bright yellow, Lego brick-built banana.

He and the movie characters star in a 30-second spot, “Lego Movie 2 with Banarnar.”

As part of the promotion, Chiquita is releasing more than 300 million Lego movie-themed Chiquita banana stickers in the U.S. and several European countries. Some of the most recognizable characters, including Banarnar, appear on the blue sticker. The brand also has a promotion offering E-Gift cards and brick sets with Banarnar.

"Chiquita shares the common values of brightening up our consumer’s days and encouraging fun and laughter for all,” Jamie Postell, director of sales North America for Chiquita, said via the brand.

“We hope to provide a little bit of sunshine and happiness this winter season, inspiring fans to discover our special stickers, collect them and share the love.”

Discover Card, marking its first film partnership with a major movie, takes a trip to Apocalypseburg with a custom-animated spot featuring Lucy, "Awesome Late Payment Forgiveness."

Wyldstyle, busy fending off Lego baddies, forgets to pay her Discover card bill. She calls in to customer service agent Lucy, who tells her that Discover waives the late payment fee the first time a payment is missed.

Dodge and The Lego Group signed a partnership pairing the two brands through a new multi-media campaign fronted by a 30-second spot ”Metamorphosis,” with digital and social media.

The initiative also includes a new Lego Speed Champions building set that features the 2018 Dodge Challenger SRT Demon and the 1970 Dodge Charger R/T.

Lego Group is hitting stores and online with a bevy of new products based on the movie, as well as nods to the first film and The Lego Batman Movie.

McDonald’s is offering 12 different characters from the movie via a global Happy Meal program in more than 100 countries and 36,000 restaurant locations, which it said would reach more than 65 million customers per day, plus TV and online support.

In August, Turkish Airlines unveiled the first Lego passenger safety video, inspired by the movie franchise.

That video topped the viral charts with 20 million views in one month and won gold at the 2018 Clio Entertainment Awards.

Turkish Airlines is now set to unveil a sequel Lego safety video celebrating the movie’s release.

The carrier also added a Lego movie-themed wrap plane to its fleet to further support the film release.

Warner Bros. Interactive Entertainment’s The Lego Movie 2 video game will be available Feb. 26 for Nintendo Switch, PS 4, XboxOne.

For U.K.-based furniture retailer DFS — the tie-in being Emmet’s double-decker couch — a multi-million dollar media campaign includes an extended two-minute trailer in which Lego Movie 2 characters led by Emmet undertake a quest to find comfy sofas and “save our butts”.

That leads them to a DFS store where each of the characters finds the perfect DFS sofa for them, including a cool black recliner for Batman.

According to DFS marketing director Nick Ashworth, “As brands, DFS and Lego share the same commitment to bringing families together. For us, it’s about bringing them the 'joy of comfort', for Lego it’s about the 'joy of building'."

International support also includes opportunities for people to win a trip to Denmark — the home of The Lego Group — from VisitDenmark, the country’s tourism and travel guide; themed Nestle Water bottles in Spain; and limited-edition stamps available online at laposte.fr, from France’s postal service, La Poste.

Opening March 27, LegoLand Florida Resort will “take guests from the theater to the theme park with the launch of  The Lego Movie World.

Created in partnership with Warner Bros. Consumer Products, this destination features three new rides and numerous attractions, all inspired by the characters and themes The Lego Movie and Lego Movie 2.

Located in Central Florida’s Winter Haven (about 45 minutes from Orlando) it includes an interactive, 150-acre theme park with more than 50 rides, shows and attractions, a 152-room Legoland Hotel and the 166-room Legoland Beach Retreat.

Legoland Florida Resort is part of the Merlin Entertainments Group.
 
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