The LEGO Movie was undoubtedly a huge hit when it came out and to prolong its success, the Awesome Alliance was formed, letting people from all over the world become master builders themselves.
The campaign was devised by the Copenhagen-based agency Konstellation and it had families partake in six missions using augmented reality to aid the heroes of the movie. The missions had people 'Robotize,' 'Happify' and 'Wing It,' turning ordinary objects into epic LEGO creations, which were then shared online and rated on their level of awesomeness.
The Awesome Alliance managed to draw in a huge audience and people from 132 of the world's countries got involved, successfully amping up the LEGO movie and getting families to interact with the characters for these fun missions.
Stats for Virtual Building Block Campaigns
Trending: Older & Mild
Research: 270 clicks in 102 w
Interest: 0.5 minutes
Concept: "the Awesome Alliance"
Related: 73 examples / 56 photos
Segment: Neutral, 4-18
Comparison Set: 27 similar articles, including: children's toy oscar posters, lego subway stations, and lego sitcom recreations.
Virtual Building Block Campaigns
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