We journeyed to a galaxy far, far away as we were created the global campaign for WBIE’s fastest selling LEGO game to date—LEGO Star Wars: The Skywalker Saga. The campaign’s success began with a strategy honed to not just engage kids, but gamers and adult Star Wars fans alike. We knew early on that a playable demo would not be available, so we developed a campaign strategy that included specific assets targeted to key audience segments. The result smashed sales records, becoming the biggest launch of any LEGO Game ever, selling 3.2M copies in the first two weeks, and ranked #1 in global sales for April 2022. 

Trailers and Commercials 

The key assets for the campaign included trailers, documentaries and TV spots. The launch campaign kicked off in 2021 with a gameplay trailer which premiered at Gamescom’s “Opening Night Live” streaming telecast. Each reached millions of viewers around the world. As we neared launch, we ramped up the content, including a long-form trailer featuring extended gameplay sequences, and shot two behind-the-scenes mini-documentaries. These were followed by a hilarious "villains trailer," the launch trailer, and the global broadcast spot. A series of six pre-roll spots and an accolade TV spot helped to provide post-launch momentum. The trailers garnered over a 150M views worldwide, spurring massive social engagement and off the charts positive sentiment, as well as record breaking pre-orders for WB Games.

Social Media Content Campaign

Kicking off in parallel to the overall campaign strategy, our approach forSocial Media was centered around engaging fans directly, specificallyspeaking to parents & kids, adult fans, and core gamers.By activating these key segments, our goals were to: 

• Amplify fan excitement 

• Revitalize social channels 

• Reward existing fans 

To achieve this, we created content that was approachable andentertaining to new and returning fans alike, focusing on sharing new gamedetails, tidbits of lore, and celebrating the LEGO Star Wars fandom.Moreover, the tone of the content was always true to the LEGO Star Warsbrand, clever, tongue-in-cheek, and always enthusiastic.

Following this social strategy, we successfully grew and activated allLEGO Star Wars owned and operated social channels. 

• Across all owned and operated social channels, from January 2022 tothe April 4th launch date, we garnered over: 

- 54 Million Impressions 

- Over 9.2 Million Views 

- Over 2.5 Million Engagements 

• In 2022 (Jan-April 4th) alone, Net Audience Growth grew by 886.2% 

• Throughout the duration of the campaign fan engagement wasincredibly positive, with users sharing their excitement for the release,and in the case of our Profile Photo Pack activation, working togetherto locate favorites from a massive 350+ photos to choose from.

https://www.instagram.com/legostarwarsgame

https://www.facebook.com/LEGOStarWarsGame

https://twitter.com/lswgame

Results

• Became the fastest selling LEGO game of all time, with 3.2 M sold in first 14 days. 

• Best selling game in the world during the month of April, 2022. 

• Topped Nintendo, PlayStation, XBOX, and Steam charts for April, 2022. 

• First non-Nintendo game in 12 months to rank #1 in sales. 

• As of the end of April, ranked as the #2 best selling game of the 2022 (US), after only one month. 

• As of end of April, ranked as the #6 best selling game over the previous 12 months (US), after only one month.