Setting a new high score

Lego figures of WB franchise characters


Warner Brothers

Cultivating brand advocates through the power of nostalgia.

LEGO Dimensions combines the beloved LEGO games universe with a host of adored IPs to make the ultimate game experience for fans.

As a new IP in a years old genre, getting the word out on was paramount to the brand’s success on social media.

Our Roles

  • Creative Social Strategy – Content Development
  • Content Development – Paid Social Media


Learning to rise from a whisper to a roar

The toys-to-life market is dominated by deeply entrenched franchises and household brand names. LEGO Dimensions was struggling to leverage its diverse, niche IPs to connect with consumers, and tell the revolutionary ways in which it will change the genre altogether.

Without capitalizing on the game’s strengths, both Disney Infinity and Skylanders, LEGO Dimensions’ major competitors, were consistently winning in social share of voice every month.


Harness those warm, fuzzy memories

LEGO Dimensions was not leveraging the main driver for fan excitement, the nostalgia factor, and did little to proselytize a potential customer into an advocate. By not highlighting the attributes that separated the game from its competitors, LEGO Dimensions found itself in third place among its competitive set.


you’re Going To Need A Bigger Imagination

To build a legion of loyal brand advocates, and set the stage for a successful launch, we leveraged San Diego’s Comic-Con to reignite LEGO Dimensions using social media.


Owning Comic-con

During the event, we executed a strategy crafted to engage fans, both new and old, enticing them to collaborate with the brand, and advocate on behalf of LEGO Dimensions. By monitoring the social habits of fans attending the convention, we were able to encourage them to visit the LEGO Dimensions booth, play the game, and discuss their experiences online.

Titled “A Taste of Exploration,” this platform guided the creation of a full brand toolkit for Mission Foods, complete with high-level consumer insight and values, a brand platform establishing what Mission Foods stands for, key messaging pillars, and brand personality, tone of voice and design guidelines to ensure that Mission Foods is brought to life consistently across all consumer touchpoints.


Real-time Content Updates: SDCC Preview Night

A Preview Night for LEGO Dimensions was hosted on the eve of Comic-con revealing world exclusives surrounding the Doctor Who integration into the game. We teased the Doctor’s inclusion in the days leading to the event, starting the conversation as early as possible, ensuring massive fan support while the Preview Night was live.



Utilizing branded Q&A tactics; fans of LEGO Dimensions and Doctor Who were invited to join the conversation by submitting questions to the game developers, producers, and even the star of Doctor Who himself, Peter Capaldi.


Engaging fans attending the event

Fans were also challenged to participate in a scavenger hunt to find Lego statues throughout the event and tag themselves in pictures with them. In addition to the point-to-point fan interaction, LEGO Dimensions capitalized on peak conversation metrics to entice users to become fans of the brand, and purchase the game.

LEGO Dimensions started as an underdog, but ended up on top after San Diego Comic-Con and continued to dominate in the social space. In gaming, high scores matter, so let the numbers speak for themselves.


Net New Fans MOM


Drive to Purchase MOM

A pile of Lego blocks

Let's start something great