1. This shows how popular the Lego Movie brand is as these big companies want to work with them, which shows that the brand is very well known all around the world and that it is a privilege to work with the Lego Movie brand. This means they know if they work with them, it will get lots of publicity as shown as it unusually trended on social media and got millions of views every week on YouTube.
2. The theme links with the Lego Movie as the Lego Movie world is made out of bricks, just like the advert. I think this was a very good decision by the marketing team because this wont just intrigue the adults it will intrigue children the want what is on the advert, so this is a profitable idea as the children may after the ad break want to watch the Movie which costs money or buy Legos, which can be very expensive.
3. This is important to maintain the brand identity of the film with having Batman or Vitruvius is because they are trying to maintain a clear view between your messaging audience and the brand. The stronger your identity the easier it will be to produce effective brand films that appeal to your audience. it will also remind the message about how Batman is the hero and that Vitruvius is the evil man that Batman is trying to stop.
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