Following on from the release of Solo: A Star Wars Story, LEGO invited family shoppers to “Master the Force”, with an experiential DOOH campaign.
With a mission to inspire and develop the builders of tomorrow, LEGO wanted to promote the latest characters and brick sets from the Star Wars film franchise, celebrating the latest release from the popular film series.
2,797 games were played over the week, for a total of 5,594 minutes of gameplay. This constitutes 68% of the total time that both shopping centres were open – incredible levels of engagement!
56% of players chose to be the Rebels, ensuring they defeated the Empire by amassing a total of 4,597,268 points – with the highest scorer racking up an incredible 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