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 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

DMS Insights: CPG and Retail Advertising News

Digital Advertising Innovation Inspiration

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

Reimagining your marketing win?

About the Author

Previous Article

Next Article

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

Reimagining your marketing win?

About the Author

Previous Article

Next Article

Other content in this Stream

Major fast food chains are reigniting the chicken sandwich competition by launching new product offerings, giveaways, social media activations and more.

Candy brands like Reese’s, Dove, Hershey’s and Ferraro are debuting new products and advertising strategies to get in front of consumers early and often as Valentine’s Day approaches.

Walmart recently announced the launch of a new fintech startup that will offer modern, innovative and affordable financial solutions.

Abercrombie & Fitch and Doritos are proving the importance of supporting inclusivity and the LGBTQ community year round through their latest purpose-driven advertising efforts.

As Valentine’s Day approaches, lingerie and loungewear brands, like Adore Me, Pajamagram and ThirdLove, have an opportunity to connect and engage with audiences seeking sexy, cozy and comforting gifts

A digital ad tax is being debated in Maryland, with opponents concerned about the impact of the tax on advertising revenues.

Super Bowl LV, set to air February 7, is already lining up major advertisers from Turbo Tax to Toyota.

By launching strategic digital advertising initiatives ahead of Valentine’s Day, jewelry brands are tapping into a reliable audience looking to make meaningful purchases.

Advertisers that are authentic and inclusive can capture the attention of people with disabilities, a group long overlooked in advertising strategies.

DMS chief media officer shares his insights into paid media expectations in the new year, spotlighting the influence Instagram, TikTok and OTT will have for digital advertisers.

Google leveraged its insights, data and steady stream of innovation to help both digital advertisers and consumers navigate a challenging year.

Consumers relied on the ease and predictability that DTC and subscription brands provided as they sought out safe and seamless buying options throughout 2020.

TikTok grew up in 2020, becoming indispensable for some advertisers and a valuable platform for young people looking to share their views.

2020 demanded action from major brands as consumers sought out impactful CSR initiatives to address the ongoing racial injustice movement, environmental concerns and global health crisis.

Brands are adjusting their digital advertising strategies to prioritize first-party data in order to connect with and convert audiences.

In 2020, where and how people searched revealed opportunities for advertisers to reach consumers as we enter the new year.

CPG brands are using customized products and merchandise to build brand loyalty this holiday season.

Apple, Colgate and Huggies are among the latest brands to spotlight subscription services that reflect consumers’ evolving pandemic-related lifestyles.

As consumers relied heavily on delivery of everything, including groceries, in 2020, brands like Kroger stepped up their ecommerce strategies and are reaping the benefits.

A KFC mini-movie shocked Twitter, but the QSR is just the latest brand to try long-form branded content.