2K Gaming X LEGO
LEGO 2K Drive Launch
We were the lead agency for the influencer marketing activity for the launch of new LEGO game, LEGO 2K Drive – in collaboration with 2K Gaming.
As youth and family audience specialists, we were selected to engage as many families as possible across TikTok, META and YouTube. We built the strategy, and delivered a cross platform campaign to build conversation and excitement online, in turn driving sales of the game.
Our goal was to engage families with children aged 7-11 years. By working with family creators we were able to show the value of the game for all family structures. We collaborated with over 25 creators from micro to hero.
The details
Within our influencer marketing activity we utilised a mix of creative formats across multiple social channels; including stills, reels, YouTube integrations and interactive elements throughout.
The content timeline spanned 3 months, to ensure campaign up-lift and re-engagement, really driving the influence across communities.
We collaborated with over 25 creators in the family and youth space, as well as some AFOLs to drive the LEGO hype!
As a bolt on to our campaign we also created some of our Family Collective content (authentic content created by our families for brands to use in their social channels), that was used by the brand worldwide in the paid and organic marketing for the game.
