The LEGO Group · Entertainment
LEGO Masters Australia
Broadcast entertainment marketing that turned a prime-time franchise into an ongoing brand and content platform.
Context
A prime-time television franchise creates weekly national attention. The challenge is converting broadcast reach into brand relevance and retail momentum without diluting the show.
The Idea
Ride the weekly rhythm of the series: build the brand narrative around what audiences just watched, then give them somewhere to go next.
My Role
- Led brand digital and content activity around the series
- Partnered with the broadcaster on aligned marketing beats
- Set the weekly social and content operating rhythm
- Connected the franchise moment to retail activity
Execution
- Episode-aligned social and content programming
- Talent and contestant-led storytelling across channels
- Retail and product tie-ins timed to the broadcast run
- Coordinated PR and partner amplification
Public-Safe Impact
- Sustained brand relevance across the broadcast season
- A repeatable model for franchise marketing in market
- Broadcaster and retail partner alignment
Selected commercial results available privately on request.
Gallery
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