LEGO Star Wars Launch Interactive Gesture-Sensor DOOH Game

Following on from the release of Solo: A Star Wars Story, LEGO invited family shoppers to “Master the Force”, with an experiential DOOH campaign.

The Challenge

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.

Our Solution

Using Lego’s vision – to ‘pioneer new ways of playing’ – as our inspiration, we set about creating an interactive DOOH gaming experience, using gesture recognition technology, to engage potential LEGO builders and entice them to come play!

And where better to do this than two of the UK’s biggest shopping centres, Bluewater and intu Metrocentre, reaching a family audience in proximity to LEGO stores.

We partnered with Grand Visual to use giant digital screens in a high traffic location, passers-by could engage with the on-screen LEGO sets, with users prompted to choose a side: the Rebels or the Empire! In-built camera-based gesture-sensor technology had the ability to recognise and track players’ joint movements in 3D – allowing them to play the game through movement alone!

After the game, participants were encouraged to take the opportunity to ‘have a photo with the crew’, which further amplified the reach of the campaign across social media.

Results

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

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