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

CPG and Retail Advertising News

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

For marketers running email campaigns, understanding how to tackle inboxing challenges can help refine audience engagement.

Yahoo Shops is a digital marketplace offering consumers a personalized shopping experience and brands an innovative advertising platform.

CBD can be found in products from beauty serums to lattes, with brands using digital strategies to grow consumer interest.

Although voice activated virtual assistants continue to be popular, the majority of consumers aren’t interested in voice shopping.

Major brands such as Minted, Paperless Post and Hallmark are relying on digital strategies to create positive online shopping experiences and connect with consumers ahead of seasonal holidays.

The need and preference of many consumers to shop online for groceries has led supermarkets to adopt digital strategies.

Many women CMOs are taking the lead on digital activations and innovations at consumer brands around the world, with eyes toward an increasingly digital landscape in the future.

Beer brands are launching hard seltzer varieties with digital campaigns as the weather gets warmer.

Pay-for-performance advertising is a solution to today’s advertising attribution and ROI challenges.

Targeting consumers seeking sweet treats this Easter, major candy brands are leveraging digital initiatives, strategic partnerships and popular social platforms to connect with their audiences.

Many brands are pushing ahead with new ideas and innovations, introducing inclusive products and services and leaving ‘normal’ in the past.

Spirits brands are connecting with consumers during times of celebration through strategic digital initiatives that resonate with today’s audiences.

This St. Patrick’s Day, restaurants and CPG brands rely on increasingly popular consumer behaviors to promote new activations and product launches.

Major beer brands are launching innovative campaigns, and partnerships in order to reach consumers ahead of St. Patrick’s Day and Easter.

The Asian American and Pacific Islander (AAPI) community has found support from brands and advertisers in the wake of racist attacks.

YouTube receives accreditation from MRC, making it more desirable to advertisers, as digital platforms continue to prioritize being brand safety.

Gen X shoppers adapted their buying habits in 2020, and bargain shopping online became more popular.

Many Black-owned businesses have pivoted to create meaningful content and digital solutions – and share their expertise – during unprecedented circumstances.

As CPG brands continue to reach out to consumers across digital channels, performance advertising becomes indispensable.

Using memes in marketing may help brands ride the wave of a trending topic, but it’s important to make sure memes are timely and suit brand messaging.