L.O.L Surprise! Winter Disco (Movie)
Integrated Marketing Campaign
L.O.L Surprise!, the L.O.L. name stands for ‘Little Outrageous Littles’, is a widely popular toy dolls lineup and intellectual property created by toy maker MGA Entertainment, most popular with kids aged 3-13 years old. The L.O.L. Surprise! YouTube channel has over 1.75 million subscribers and hundreds of millions of views, featuring high production quality stop motion animation videos of the toy dolls in action.
Another major attraction of these toy dolls (or B.B.s), is the packaging doesn’t reveal the identity of its contents. The act of ‘Unboxing’ that mystery becomes a game within itself, unwrapping each layer provides visual hints to the identity of the toy doll encased within.
In addition, L.O.L. Surprise dolls were one of Amazon.com’s best selling toys in 2018, bolstered by a dedicated L.O.L. Surprise! branded online storefront on Amazon.com.
The 2019 Holiday Season Winter Disco marketing campaign leveraged this popularity, it included an exclusive Winter Disco holiday toy launch available only on Amazon.com and coincided with the premiere of the Winter Disco Movie special on Prime Video, supported by multiple Amazon business lines in partnership with MGA Entertainment.
Exclusive L.O.L. Surprise! Winter Disco toy doll lineup (finished CG image)
Primary stacked lockup
Secondary horizontal lockup
original Toy Doll image
Preliminary rough character posing exploration - Making dolls and limbs appear a little more dynamic
To feature these B.B.s’ as heroes standing atop the giant disco ball in the Key Art, we wanted their poses to appear a little more dynamic, while staying true to form of the toy and its style of stop motion animation.
To achieve this dynamic posing, we took the toy product images and tweaked their bodies and limbs into a suitable composite group shot. We used this as a rough visual guide for the Animation studio - who would create the final high quality CG group image to be used in the Key Art.
Some preliminary Key Art explorations (Winter Disco Theme)
Sketching out the rough composition, before working on digital layouts
Rough sketch of the dolls on top of the giant disco ball
early concept 1 (prior to receiving doll photos)
early concept 2 (prior to receiving doll photos)
Winter Disco concept 1
Winter Disco concept 2
Winter Disco concept 3
Winter Disco concept 4
Approved Key Art
Key Art
16x9 Box Art with anticipation messaging
1x1 unit
Amazon owned and operated
Hero Banner
Prime Video storefront (desktop and mobile)
IMDB Takeover (desktop and mobile)
Details Page - Background Hero Image
Details Page (desktop) - Background Hero image and Episodic still
Episodic Still
Episodic Still - alternate 1
Episodic Still - alternate 2
Social
Instagram Stories Ad
Teaser
Leading up to launch - We also introduced fans to the B.B.s lineup with an Instagram Carousel
Twitter Cover with anticipation messaging
Twitter Cover Insitu
Out of Home (OOH) Advertising / Digital Billboard
(Columbus Circle, NYC) LED Digital Billboard with real-time temperature and time readouts
