The Next Generation of Partnerships: LEGO Group

1. LEGO Partner Collaboration Framework
Paid
Partnership
Paid
Partnership
Paid
Partnership
LEGO Social Media ‘Always On’ Programming
Partner Social Media ‘Always On’ Programming
Creation & Publication of Co-created Social Media Content
Calendar Year Jan Dec
©2018 The LEGO Group

2. Page 2
LEGO 60th Anniversary
Designed to celebrate the 60th anniversary of the
LEGO brick, and decades of a strong partnership
between the two brands, our respective social media
teams devised a mutual value content strategy.
Social media content was created and shared across
across LEGO and Disney social channels. On top of
that, we also planned engagement banter between
@LEGO and @Star Wars handles, all revolving around
#HappyBirthdayBrick.
©2018 The LEGO Group

3. Page 3
Jurassic World Super Bowl
The 2018 Super Bowl was identified as a major
announcement window for our partner, Universal to
celebrate the latest Jurassic World movie.
The LEGO social media team devised a content
strategy in collaboration with the Jurassic World social
media team to support Universal’s trailer drop and
bring awareness to our partnership, while staying super
timely.
LEGO created and published Instagram Stories and
Twitter content in line with the Jurassic World trailer
drop, during one of the Super Bowl commercial breaks.
©2018 The LEGO Group