Lego Assures All Is Cool in Area 51

The “Storm Area 51, They Can’t Stop All of Us” Facebook event that is to happen 3 a.m. PST on September 20 took the internet by storm. People realized it was a joke, but it caused enough frenzy for brands to notice. Many companies tried to capitalize on it by selling stuff. LEGO, however, wanted to assure all was cool in the desert.

LEGO is a brand that is always relevant. This isn’t due to luck or an angel investor. This is because the people at LEGO are not blockheads like their toys. The company’s social team constantly monitors what is trending online and go from conception to posting within 24 hours, no matter what the topic is, be it sports, science or even … little green people.

Talking to Marketing Interactive, Primus Nair, creative lead for The Lego Agency, said, “[the social] team saw the topic was trending … and decided to tap on the social buzz.” The result was a Facebook Post that showed LEGO aliens co-living together in a room with the caption, “Don’t storm Area 51. We’ve checked, it’s all good.”

The post debuted on LEGO’s Facebook pages in Singapore, Malaysia, and Australia after a million people joined “Storm Area 51.” As of now, there is no evidence this boosted LEGO sales, but regardless, it proves how on top of things they are and if a brand wants to be important, the blockheads at LEGO may know a thing or two.