Announcement, December 2018
Announcement, December 2018
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Looking to inspire kids through amazing experiences and creative play, LEGO were able to collaborate with Limited Space to create an engaging interactive campaign, just in time for the cinema release of Solo: A Star Wars Story.
A collaborative effort, conceived by Initiative, with production, animation and interactive build by Grand Visual, an interactive campaign concept was devised that would directly encourage engagement with the LEGO sets whilst bringing the idea of building LEGO into a digital age.
Taking advantage of our Orbit Ownership format, LEGO invites shoppers to “Master the Force” which incorporates gesture sensor technology, allowing passers-by to choose a side and start building spaceships using on-screen LEGO bricks.
With activations running in both Bluewater Shopping Centre and intu Metrocentre, LEGO were able to encourage deeper levels of engagement by inviting participants to ‘take a photo with the crew’ giving the opportunity for social sharing.
The game proved to be extremely popular, entertaining thousands of shoppers and allowing them to get hands on with the LEGO Star Wars sets.
In total, the campaign saw 2,797 interactions (where someone had chosen a side) across the week. This added up to 5,594 minutes of gameplay, constituting 68% of the total time that both shopping centres were open.
The battle between light side and the dark was also decided with 56% of people choosing to be the Rebels and only 44% choosing the Empire.
The force was certainly strong with one Jedi in particular, with the highest score being recorded at 8,527.
The campaign led to a 15% uplift in sales* and received recognition by award bodies, picking up 2 award nominations, including ‘Best Interactive’ campaign for The Drum ‘Creative OOH Awards’.
*on base LEGO Star Wars sales in Bluewater & Metrocentre stores.
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