LEGO Star Wars: The Skywalker Saga

Mod Op journeyed to a galaxy far, far away as we launched a dynamic social media campaign for WBIE’s fastest selling LEGO game to date—LEGO Star Wars: The Skywalker Saga.

Kicking off in parallel to the overall campaign strategy, our approach for Social Media was centered around engaging fans directly, specifically speaking to parents & kids, adult fans, and core gamers.

By activating these key segments, our goals were to:

• Amplify fan excitement

• Revitalize social channels

• Reward existing fans

To achieve this, we created content that was approachable and entertaining to new and returning fans alike, focusing on sharing new game details, tidbits of lore, and celebrating the LEGO Star Wars fandom.

Moreover, the tone of the content was always true to the LEGO Star Wars brand, clever, tongue-in-cheek, and always enthusiastic. Throughout the duration of the campaign fan engagement was incredibly positive, with users sharing their excitement for the release, and in the case of our Profile Photo Pack activation, working together to locate favorites from a massive 350+ photos to choose from. The social campaign's result drove awareness, fostered engagement, and spurred sales figures that shattered expectations.