Expectations for The Lego Batman Movie were sky high. We knew it was funny, which helped, but how were we going to convince a wide variety of people from kids to teenagers to twenty something superhero buffs that it was going to be even funnier than the first Lego Movie and worth their effort?

By letting Lego Batman be Lego Batman and barge his way through popular culture that’s how. In a unique partnership with Channel 4 we gave him a job as their continuity announcer for a weekend, making eighteen short films that got Batman talking about some of the most popular shows on TV whilst showcasing his hilarious need to always be the centre of attention. The partnership allowed us to reach a wide variety of people across multiple touchpoints from TV to twitter. We worked closely with Channel 4 to negotiate early access to their schedules and totally integrated Lego Batman into the fabric of the channel. Holy-Channel-4-partnership Batman!

‘Continuity Bat’ got social media buzzing. It was seen by 40% of the population in four days, and 80% of them did something as a result – either watching the trailer or booking tickets. One in six viewers booked a ticket to see the film as a result, delivering an ROI of £17 for every £1 spent and the film launched in the number one spot at the box office.

As Lego Batman might say, it was totally awesome. Because he is Lego Batman. And you’re not.