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Marketing Partnerships Marketing Partnerships
Universal Music Group <span>and</span> Lego

Partnership:

Universal Music Group and Lego

Description:

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

The two companies partnered to create Vidiyo which was a playful and innovative music video maker whose experience was designed to expand children's creativity and passion for music. 

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



PARTNERSHIP OPPORTUNITY

Universal Music Group

TYPE

Music

TIMING

March, 1st Quarter 2021

COMPANY

PARTNER(S)

Lego

CATEGORY

Toys

PROMOTIONAL ELEMENTS

AR/VR
Branded Content
Licensed Product
Product Demonstrations/Sampling

MEDIA ELEMENTS

Direct Marketing
Mobile
Online
Social Media

TARGET

Family
Female
Kids (6-11)
Male
Tweens

Website and Social Media

Created On:

Feb 1, 2021

Last Modified on:

Mar 4, 2021

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