The LEGO Movie promotion video features a computer-animated Lego figure who assembles a home cinema, finds a disk with The LEGO Movie, and invites other Lego characters to watch it with him. The video ends with the shots from the movie and a packshot with the information that the film is now available on Blu-Ray (MICHAELHICKOXFilms, 2014). It is a promotion video intended to encourage the audience to buy and watch the movie at home.
According to the AIDA (Attention, Interest, Desire, Action) model, an advertising message should first grab the viewer’s attention to make them aware of the category, product, or brand. The LEGO Movie promotion video does not have an opening sequence and starts right with the action without informing the viewer about the product it intends to promote. The second step is interest, whose purpose is to inform consumers about the brand and its benefits. In the video, the events develop slowly, and the viewer does not get any information about the product until the end.
The third step of the AIDA model is desire, when the consumer develops a favorable disposition towards the brand. In the video, the ending sequence of shots from the movie is aimed to spark the audience’s interest towards the product. The last step is action, when the consumer forms a purchase intention. The video includes a call to action in the final shot, which features the information about the movie now being available on Blu-Ray.
Overall, although the video is structured in accordance with the AIDA model, it fails to engage the audience from the start, only shows the product at the end of the video, and does not have a well-pronounced call to action. The effectiveness of the video would benefit from including the call to action at the beginning. It would make the audience aware of the content they are going to watch and make their viewing experience more informed.
Reference
MICHAELHICKOXFilms. (2014). The builder – “The LEGO Movie” promotion [Video]. Web.