Giving a nod to a traditionally humorous tone of Batman series and playful character of LEGO, we decided to showcase the partnership in a lighthearted way. Chevrolet created a video parody of its own, well-recognized TV campaign, known for its focus group interviews with “real people, not actors”, which has been airing for two years. Our Chevy LEGO Batman spot wittily introduced “real LEGO Minifigures, not actors”. Participants were asked to evaluate psychological profile of Batman, based on specific features of his vehicle. The opinions challenged Batman’s pride. To Batman’s dissent, it somehow seems to be a great vehicle to drive kids to a soccer practice.

The video directed viewers to Chevrolet’s website where users can virtually build LEGO vehicle, choosing its color amongst many shades of black and learn about its 4G LTE technology that makes it “almost as connected as Bruce Wayne”.

Capitalizing on excitement around the upcoming LEGO Batman movie (after a $69MM debut by LEGO Movie three years earlier), Chevrolet’s campaign kicked off a month earlier, on January 14, by unveiling a life-size LEGO Batmobile at the North American International Auto Show in Detroit. The 17-feet long vehicle, made from 344,187 LEGO bricks was revealed by students from Detroit’s Cody Rouge community – a non-profit organization helping to revive the Detroit neighborhood

- 595MM paid impressions were achieved – 295MM over the planned goal

- 120 articles about the LEGO Batmobile launch have been collected with an earned estimated reach of 2,883,484

35 of those articles are non-automotive related, which beats our previous campaign “Chevy Goes Emoji”

- There have been 147 broadcast stories about Chevy’s new initiative, with a potential estimated viewership of 3,602,490

- During the month-long campaign, Chevy received 124K Total Engagements on Facebook, Instagram, and Twitter vs. the average of 5.7K over the prior six months

o CTR on Facebook and Twitter was 5 times higher than Chevrolet’s average

- Chevy garnered 12% of the organic social conversation around North American Auto Show, beating main competitor - Ford (which garnered 8%)

o 77% of the Chevy NAIAS conversations were around Batman or Batmobile

- The sentiment was overwhelmingly (98%) favorable. Consumers loved the new Chevy commercial