LEGO CL!CK

Lego wanted to find a way of engaging with its loyal base of brand enthusiasts and turn former Lego kids into a passionate, Lego-advocating community. This nostalgia often leads parents to rediscover the brand once their children reach the ‘brick-building’ age.

There was a strong but fragmented advocate base online, and the community lacked a central hub to rally behind. To harness these advocates, Lego launched a social media campaign to coincide with the 30th anniversary of Lego’s “Miniman” figure.
Lego armed fans with a blog, an iPhone app and an inspirational short film, a 3D video, an online video contest and viral videos that culminated in a mix of original content and user-generated videos and photos. Miniman was recruited to re-enact cultural and historical moments since 1978.

Then Lego partnered with Gawker Media’s gadget site Gizmodo and asked budding filmmakers to create their own 20-30 second short. In December 2009, the campaign evolved into Lego Click (http://www.legoclick.com), a site where people could celebrate those “Click!” moments, a Lego version of a Eureka moment.  The campaign began with a successful short film that reveals the story of a fictional inventor’s journey to his Click moment. A free iPhone app let fans build photos out of Lego and upload to a social network, email it to family and friends, print it-even tweet it using #legoclick. Overall the campaign maintains a perfect balance of a community narrative and concept reinforcing techniques.

From August 2009 to February 2010, there was $15.9m in media coverage in September alone and the Lego film was viewed 1.46m times. The Lego Photo iPhone application had over 1.7 million unique users/downloads, over 6 million sessions, and reached 32nd overall on the download rankings.