Lego signs content deal with Netflix

Welcome to Content24. Why is it different? It’s a digest of the stories that have made an impact over the past 24 hours and not just a platform for recycled content marketing. Today we’re looking at Netflix content deal with Lego and the Burger King king

Lego signs content deal with Netflix

Lego has signed a content deal with Netflix to collaborate on two new series that will be broadcast in 2016. The toy brand is obviously attempting to profit from the popularity of the film that launched last year.

Is it content marketing? In essence this could be described as a licensing deal. But if Lego does have some genuine input it could be a new outlet for marketing. As the piece in the Verge says, the benefit for Lego is that it can tap into the 30 million subscribers who watch kids’ programming on Netflix.

However, it does raise another question. What if Lego had decided to go it alone and create its own programmes without Netflix and run them on YouTube? It is certainly big enough to produce the content and for all the children glued to Netflix right now, surely Lego would gain more control – and more benefit – if it had gone it alone.

Burger King looks social

This is an interesting piece on Bloomberg about Burger King and how it is maximising its marketing budget to take on bigger rival McDonald’s.

Burger King king with Floyd Mayweather

Burger King king with Floyd Mayweather

As Tim Calkins, a marketing professor at Northwestern University’s Kellogg School of Management, says: “Burger King has really found a way to get attention by doing the unexpected and somewhat irreverent. They’re generating an enormous amount of publicity at a very modest cost.”

One example is putting The King, its own Ronald McDonald, into boxer Floyd Mayweather’s entourage as he walked to the ring. The deal is believed to have cost the brand more than $1 million, but it garnered huge attention in terms of shares.

Sharing either through social media or directly is one of the most trusted forms of delivery. This is a worthwhile read for anyone looking to achieve it.


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