LEGO is a line of plastic construction toys that are manufactured by The LEGO Group, which is based in Billund, Denmark. Recently, in an innovative billboard campaign, Lego is promoting its Star Wars-themed brick sets in the U.K. with an interactive outdoor campaign after the premier of “Solo: a Star Wars Story.”
The DOOH invited shoppers to “Master the Force” to build the galaxy using on-screen LEGO bricks. The innovative campaign is meant to promote the latest characters and brick sets tied to the Star Wars anthology.
The digital campaign is interactive and is powered by gesture sensor technology. Basically, it enables passers- by to engage with the LEGO sets on-screen in a quick and easy manner. The user is prompted to choose a side and start building the spaceships of the new galaxy. The faster they build, the higher the score on the force meter as they strive to win the ultimate accolade of becoming a true Jedi Master.
Finally, the participants are rewarded with the opportunity to ‘take a photo with the crew’, further increasing the online activity through social media sharing. The campaign was a collaborative effort, conceived by Initiative, with production, animation and interactive build by Grand Visual.
The week-long campaign ran at busy UK shopping centres such as Bluewater and Newcastle Metro Centre. The advertisement ran on large-format digital screens supplied by shopping centre media specialists, Limited Space. Al Galletly, Brand Manager, LEGO, “We want to inspire kids to play with LEGO Star Wars through amazing experiences and creative play, and this awesome attraction allows kids to interact with LEGO Star Wars in a unique way.”
Ric Albert, Creative Director, Grand Visual, said: “This immersive experience brings LEGO sets to life through strategic use of creative technology, allowing customers to get hands on and explore the latest products in a fun and memorable way. At the end of gameplay, the photo opportunity extends the life of the campaign to digital audiences by encouraging participants to share their picture with family and friends online.”