Warner Bros. – Batman barges in

Case study - Objective: Change minds


In the run up to the release of The LEGO Batman Movie, Warner Bros. teamed up with Metro and PHD to appeal to a family audience.

At face value, the film could have been seen as ’just a kids’ film’ by core cinema-goers - predominantly 16-34 year olds. This campaign needed to build understanding of the film’s humour by using media to establish LEGO Batman’s amusing self-assured personality.

Metro was good fit for the activity, with the highest readership among both 16-34 year olds and parents, plus an extremely creative media partnership team who could push the idea beyond straightforward ad solutions.

The campaign saw LEGO Batman become Metro’s guest editor for the week leading up to the release, enabling him to hijack the most popular sections of the paper. Each day, cheeky, original content was weaved through editorial across Metro’s platforms, including the popular Rush Hour Crush and Good Deed Feed sections.

Key findings 

  • Over half of Metro readers acted or intended to act after seeing the LEGO Batman advertising in Metro
  • 70% of readers recalled the campaign, with most describing it as amusing, eye-catching and entertaining
  • 91% agreed that it was a good way of getting people interested in the film
  • 83% agreed that it stood out from other sorts of advertising

The integration with Metro’s most popular sections was a great way of delivering on our Batman Barges In strategy in a fun and impactful way.

Martin Gough, deputy marketing director, Warner Bros.