How AMP leveraged Comic-Con to catapult LEGO Dimensions as the most talked about toys-to-life brand on social.
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.
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.
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.
July 2015 - August 2015
Share of Voice: 60% (+38% MoM; 1st place among competitive set, previously 3rd place)
Total Impressions: +60% MoM
Total Social Engagements: +207% MoM
Net New Fans (all channels): +484% MoM
AVG Net Positive Sentiment: 91% (+7% MoM)
Drive to Purchase: +2,176% MoM
484% Net New Fans MOM
60% Share of Voice
2,176% Drive to Purchase MOM