Best Crash Ever? The Launch of the Lego-Based Drone Flybrix

LEGO®  have come a long way over the last 80+ years, but it wasn’t until this September that they’d take flight in drone form. Enter Wareness.io partner, Flybrix.

 

Introduced to us by Eric Klein of the hardware accelerator Lemnos Labs, Flybrix was co-founded by a former Nike and Adidas brand marketer and two legit Legomaniacs whose obsession for building started at MIT and Caltech, where getting creative with Lego blocks has a history.

 

LEGO®  are a century-old way for kids to learn fundamental skills like collaborative play, problem solving and planning by construction. But how could Flybrix differentiate from existing Lego-branded products, drive sales and build brand awareness in the ever-growing consumer drone market?

 

Recognizing the need for an impactful launch, Flybrix engaged Wareness.io to develop and execute the company’s go-to market communications strategy. We recognized the need to build a bold narrative that would be unlike other drone companies who conservatively messaged their stability and anti-crash features.

The data showed that drones were expected to be the go-to gift this upcoming holiday season. If we could offer the market a lower-cost drone experience than the major brands like DJI and Parrot, we had an opening.

 

With that in mind, we reverse-engineered our messaging and positioned the company as the first crash-friendly rebuildable drone made of LEGO®  bricks. We also advised Flybrix against any pre-sales or crowdfunding approaches and wait until the drones would be readily available to ship in time for the holidays.

 

The launch execution was designed to drive sales and engagement among our core constituents: hobbyists, prosumers and kids/classroom interested in STEM education. We strategically engaged the influencers and enthusiasts at global media publications with the company’s origin narrative and why Flybrix presented a major market opportunity, as well a great multi-generational bonding experience, much like our other VSC and Wareness.io partner Osmo.

 

The Flybrix™ publicity took flight and hasn’t landed since the publication of this post.

 

The launch has appeared in global media with an estimated reach of 400 million consumers, achieved 3,500+ tweets and 750k+ video views across the Flybrix™ YouTube channel and the publications that posted videos during the launch campaign.

Here’s what people love about Flybrix:

 

“But this might be the one drone toy you’ll actually look forward to crashing, since it means you get to design and build a whole new craft, and play with Lego.”

Gizmodo

 

“The best part, aside from getting to build your own drone, is probably the incredible crashability of these things… There’s never been a better time to be a good Lego-builder and a sub-par drone pilot.”

Popular Mechanics

 

“The goal is to teach pilots how to build and fly their own aerial vehicle. Or, more precisely: Build, crash, repeat.”

NBC News

Flybrix COO Holly Kasun discussing trends in the consumer drone market with Maria Bartiromo of FOX’s Mornings with Maria Live in New York City.

VSC and Wareness.io is proud to have helped Flybrix with one of the biggest consumer hardware and drone PR launches of 2016 from a publicity and sales perspective.

 

To learn more about Flybrix and enjoy Legos taking flight, go to: flybrix.com

Flybrix recently featured in AdWeek