CPG and Retail Advertising News


Turkish Airlines and The Lego Movie 2: How Did Co-Branding Work?

August 13, 2018 Victoria Pallien

It’s a bird, it’s a plane, it’s Superman in Turkish Airline’s new safety video. Batman, Wonder Woman and more Lego favorites star in this collaboration between the Turkish Airlines and The Lego Movie 2 teams.

Turkish Airlines hopped on the trend of entertaining flight safety videos by crafting this engaging video for grabbing flyers’ attention while on board. In the video, Lego movie star Emmett hops around the Turkish Airlines aircraft, made of more than 2 million Lego bricks, as he covers essential safety measures. By partnering with The Lego Movie franchise, Turkish Airlines aims to excite and educate flyers with bright visuals and catchy lyrics as they prepare for takeoff.

This co-branded video, which quickly garnered press attention, markets The Lego Movie 2 while promoting aircraft safety, making the content beneficial for both the movie franchise and Turkish Airlines.

As AdAge said, “If this doesn't get you to watch the safety video, we don't know what will.”

Reactions from individuals in our office:

It was fun. The focus on the Lego characters definitely grabbed my attention.

This video did a great job at interesting me with the Lego movie. I was entertained, interested and most importantly, informed by the Lego characters.

I was amused by the Lego characters and I almost forgot I was watching an aircraft safety video. Turkish Airlines succeeded at making an upbeat, flashy video.

Flashy and colorful marketing, like Turkish Airlines and The Lego Movie’s unlikely partnership, can excite and surprise loyal consumers. Try to find the perfect balance of fresh, compelling visuals and your brand’s message.

Curious to see how other unlikely marketing pairings can result in success? Take a look at Unlikely Pairings: 6 Brands, 3 Partnerships, Surprising Success.

Reimagining your marketing win?

Contact Digital Media Solutions today!

About the Author

Victoria Pallien

Victoria Pallien is a Marketing Communications Writer at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

More Content by Victoria Pallien
Previous Article
Distribution Innovation: How Brands Are Ramping Up their Customer Service for a Price
Distribution Innovation: How Brands Are Ramping Up their Customer Service for a Price

To keep consumers interested, brands are going above and beyond with their services and marketing. See how ...

Next Article
Online Grocery Shopping: Top Grocers Compete for Business
Online Grocery Shopping: Top Grocers Compete for Business

While the U.S. is behind in the race for grocers to sell online, the online grocery market is growing stead...

× Streams