With its US opening box office sales reaching over $69 million, the Lego Move was set to be a huge success in Australia. Hoyts Cinemas needed a promotional concept to drive foot traffic to the Candy Bar, generate buzz before and after the film and most importantly adhere to the strict licensing guidelines of the Lego brand.
Zinc created a promotional cup inspired by the Lego Movie title treatment complete with the textures, bumps familiar traits of the much loved Lego brand. The design was intended to create a sensory experience and give movie goers the chance to get inventive with their Lego Cups when they got home.
The Lego cup received an outstanding response from Hoyts customers selling 35,000 units in the first 10 days of sale.