LEGO Movie 2 / Integration Case Study

Instagram Stories

In The LEGO Movie 2, there are characters known as Master Builders, who have the ability to build anything they want with the LEGO bricks around them. And people who drive trucks like to build things. So, we decided to turn everyone who follows @Chevrolet on Instagram in to a Master Builder.

Introducing a one-of-a-kind stop motion execution that hacked Instagram Stories with nearly 30 chapters, making it feel like you (the viewer) were building a LEGO Silverado brick by brick with each tap. Working closely with Warner Brothers, we created custom CGI and animations that matched the look and feel of both the marketing campaign and the movie.

As the sequence played out, the stars of the movie, Emmet and Wyldstyle, appear to provide commentary that highlighted the virtues of the real Silverado, ensuring that product messaging was loud and clear. At the end, Wyldstyle encouraged viewers to swipe up and build the real thing at Chevy.com.

Results

Despite having nearly 30 taps, our Instagram Story achieved an impressive 60% completion rate with an above average click-through rate to Chevy.com. So, while it is a common adage to create short Instagram Stories within three to seven chapters, this proves that when you create something truly unique, viewers are happy to keep tapping.