Building a new way to play with LEGO
Our key objective was to create a unique and valuable experience that changed the way children and adults alike interacted with LEGO.
Answering the brief from LEGO to create an omni-channel strategy, we developed an app called LegoMe that brought together LEGO’s huge array of diverse digital, retail and in-store experiences and helped fans explore a new and immersive way to play with the world’s most iconic bricks.
App users can personalise the content they receive from LEGO by filtering the vast array of content into subject blocks. These blocks are designed to allow the users to either skim the surface or take a deep dive into the content.
The app also linked with physical stores. By bringing together different experiences we were able to offer the shopper several ways to interact, from simple on-shelf screens to fully integrated retail experiences at LEGO stores.
The app allows the user to explore the humble brick in a new way and share their adventures if they choose to anytime, anywhere. Creating additional value in play, users are rewarded for creativity and for sharing their ‘builds’. Challenges can be sent to friends or to the public and ‘builds’ can be voted on, shared or added to other models. Best of all, in ‘Mash Up’ mode the users can allow their creativity to run wild.