Music Partnership Showcase: Universal Music Group x LEGO

Music Partnership Showcase: Universal Music Group x LEGO


Date: March 4, 2021
Tags: #lego #universal-music-group
View related content on MarketingPartnerships.com

Today’s Marketing Partnerships Showcase features a tech and music partnership that is centered on expanding children’s creativity and innovation around music.

Universal Music Group collaborated with The LEGO Group on a partnership that created Vidiyo.

Program Specifics:

The two companies’ music partnership created Vidiyo, which is a playful and innovative music video maker designed to expand children’s creativity and passion for music. 

Music partnership for Vidiyo

Vidiyo combined the LEGO universe, LEGO mini figures and augmented reality with Universal Music Group’s licensed contracts to create a TikTok-esque experience that was targeted at children.

The music partnership also ensured that new music, challenges, and inspirational content were added regularly to keep Vidiyo fresh and relevant.

Social media campaign with NEYO and Carmen DeLeon

The Basics:

CATEGORY
Toys, Music

PROMOTIONAL ELEMENTS
Augmented Reality and VR, Licensed Product, Branded Content, Product Demonstrations

MEDIA ELEMENTS
Mobile, Online, Social Media, Direct Marketing

TARGET
Family, Female, Male, Kids (6-11), Tweens

Program Timing: January, 2021


Connect with the Universal Music Group team:

We hope you’ve enjoyed this dive into one of Universal Music Group’s music partnership with LEGO Group. To connect with the team and create your own program, visit the Universal Music Group company page on MarketingPartnerships.com.

In addition to these programs, MarketingPartnerships.com has a Partnership Gallery with over 10,000 non-profit, entertainment, and brand partnerships. VIP Members can access these additional promotional programs from various industries, including additional programs from Universal Music Group:


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If you like the types of partnerships profiled here, MarketingPartnerships.com features over 10,000 partnerships and 2,000 TV spots from past programs. This unique community features galleries dedicated to the people, properties, partnerships, and companies driving the partnership marketing business.

Stay connected to the brand and entertainment marketing community throughout the year! Basic membership on MarktetingPartnerships.com is free to all brand and entertainment marketers and introduces members to over 1,000 promotional opportunities from major entertainment companies, non-profits, and more.  In addition to marketing opportunities, Basic Members may access featured research from our Partnerships, Videos, and People Galleries. 

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Posted by: Andrew Gormley

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