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How LEGO’S Billboard is Attracting Onlookers?

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09-06-2018 08:06 AM Advertising billboards Digital billboards innovative campaign

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 interactive billboard lets people “build” with a swipe of their hands. The interactive campaign uses gesture sensor technology inviting onlookers and passers-by to engage with LEGO sets on-screen. Each person 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 “become a true Jedi Master.” Participants are rewarded with the opportunity to “take a photo with the crew,” to share on social.

The campaign is a collaborative effort, created by Initiative, with production, animation and interactive billboards build by Grand Visual. It’s running at U.K. shopping malls London’s Bluewater and Newcastle Metro Centre.

One important characteristic in LEGO retail shops (at least in the States) allows kids to hold box sets in front of a screen to unlock a special animation via AR. It would be a lot more fun if this idea of active building could be incorporated into the in-store experience as well.

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MEX Exhibitions Pvt. Ltd. is an international exhibition company with a strong presence of over four decades in the advertising industry, over 27 years in publishing & 20 years in exhibitions. The company has produced more than 100 market-leading trade exhibitions for various segments in addition to publishing various magazines & advertising trade directories of repute. Successful exhibitions are conducted all over India, Dubai, Singapore and Thailand.

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