We launched the all-new Chevy LEGO Batmobile just like we would with any new Chevrolet vehicle.

To tease the release of The LEGO Batman Movie we turned the dark skies of Downtown Detroit into Gotham City by shining a Bat Signal on the iconic blacked-out Renaissance Center on the eve of North American International Auto Show. But Gotham City is not complete without its most recognizable vehicle prowling through the streets.

North American International Auto Show Reveal

Working with LEGO designers we manufactured a life-size version of the all-new Chevy LEGO Batmobile using 344,187 LEGO bricks. The Chevy LEGO Batmobile was positioned at the auto show as an “official” Chevrolet vehicle alongside our entire family lineup.

Campaign elements included OOH LEGO-sized billboards, YouTube homepage takeover, PR, experiential, digital, social media and a first-ever in-campaign “LEGO-ized” television spot, all of which worked tirelessly to promote the in-movie integration and drive to the official Chevy LEGO Batmobile launch page on Chevrolet.com.

Outdoor