Chevrolet as designed a life-size Lego Batmobile. The car was built from 344, 000 Lego bricks. The innovative model was revealed on January 14 at the auto show in Detroit. The Chevrolet brand from General Motors Co. developed a marketing collaboration with Warner Bros. Thus, they have worked together to create a revolutionary vehicle, the Lego Batmobile inspired by the Speedwagon of Batman which appears in “The Lego Batman Movie.”
The movie will appear in theaters on February 10. Paul Edwards, the US vice president of Chevrolet marketing, stated that they had developed a hybrid named by them the Chevy Batmobile. The car of the famous superhero is about seven feet tall and is nine feet wide. The vehicle weights approximately 1,695 pounds. Every tire has a hundred pounds.
Chevrolet argued that Lego Master Builders were working at the Lego Model Shop in Enfield, Connecticut, made use of 17 different colors when they designed the car. It took them about 222 hours or nine days to make up the plan for it. To build the Batmobile, they needed about 76 days. On January 14, the innovative vehicle was unveiled. Chevrolet was helped by students from the Cody Rouge area in Detroit.
People curious to see this invention will be able to do it until January 22. Edwards noted that this collaboration of the Lego and the film suited the creativity and the values of the imagination of Chevrolet brand. He said that it is as if they made the perfect combo. Now, people see the automaker with different eyes.
Chevrolet has also recently developed a TV ad for their campaign called “Real People, Not Actors.” This campaign goes hand in hand with its focus group idea regarding the new movie. The ad begun airing on January 14 displays Lego Minifigures talking about what type of person would choose to drive Chevy’s Batmobile. The focus group is made up of five different participants without counting Batman.
The moderator of the focus group, who is a Lego character, is asking consumers what is their opinion about the new Batmobile. Thus, Edwards underlines that there some characteristics which fit extremely well when describing both Lego and Chevrolet. They are both based on light-heartedness, fun, imagination and creativity. During the public days, adults and their kids will be able to build small Batmobiles, and they may take them home.
Image courtesy of: flickr