Lego Star Wars rolls out DOOH campaign
Lego recently launched a DOOH campaign, inviting shoppers in the U.K. to create their own galaxy using digital Lego blocks, following the launch of Solo: A Star Wars Story. The company teamed up with Grand Visual and Initiative to deploy the campaign at Bluewater and Newcastle Metro Centre malls in the U.K., according to a press relase.
Users could craft their galaxies and spaceships on an interactive display using virtual Lego blocks. They would also earn higher scores depending on their building speed. The campaign also encouraged users to take a photo with their creation.
Grand Visual produced and animated the content for the campaign and worked with Rapport to handle media planning and buying, according to the release.
"We want to inspire kids to play with Lego Star Wars through amazing experiences and creative play, and this awesome attraction allows kids to interact with Lego Star Wars in a unique way," Al Galletly, brand manager, Lego, said in the release.
Images via Grand Visual