![]() ![]() All this collaboration produced 18 specially-made LEGO Batman intros which introduced and commented on 50 primetime Channel 4 shows over 4 days – as unprecedented result. Warner Bros and the film makers themselves loved the idea so much they agreed to make content for the partnership (where usually only toolkit animation would be available) - a real coup and a dream result for any TV film Partnership. Will Arnett (the voice of Lego Batman) started recording the scripts and enjoyed it so much he even created some of his own lines. Meanwhile Drum worked up a series of initial tailored scripts which were sent to LA for approval. ![]() ![]() We also looked to drop or move Channel 4 Promotional airtime and actual continuity, working closely with our editorial teams on both to create special breaks where there were none before, to be able to place the ads exactly where we needed them work closely with our own continuity team so they were fully aware of where Batman’s continuity would be and what he would be saying so they could tonally pull through the partnership into their own announcements and bring Warner Bros and Channel 4’s social teams together devise a plan for the Twitter take over. If he wants to save the city from the Jokers. Our task was to analyse the schedules and, working in tandem with PHD, identify the key C4 shows for Batman to introduce and then approach those programme makers for permission to do so. Lego Batman discovers there are big changes brewing in Gotham. A Game So Fun, Youll Go Batty Lego Batman is a unique story that pays homage to the animated series as well as the comic books. ‘We have been delighted with the results of the LEGO Batman Continuity Partnership on 4.an awesome collaboration with Drum & PHD.in perfect keeping with our lead character that exemplified our key metrics of engagement, talkability and the disruptive editorial tone we were seeking.’- Martin Gough – Deputy Marketing Director (Film), Warner Bros. This is where the real collaboration started involving PHD, Drum, Warner Bros, Lego Animations and Channel 4. So the solution we put together was for Batman to appear in the commercial breaks immediately BEFORE the shows he introduced, with all Channel 4 promos dropped to ensure he was as close to all the shows as our continuity team are. We also needed to offer a solution that integrated Batman in to the fabric of Channel 4 in a way never done before disrupting and creating maximum cut through, at a level way above the media investment available.Ī slight challenge we had to overcome here was that Section 9 of the Ofcom code meant Lego Batman could not literally join our continuity team. Our thinking was led by the fact that we felt Lego Batman needed to be the star and be able to show the Channel 4 audience what a treat they would have if they went to watch Lego Batman ‘at the flicks’. ![]()
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