BRICKTACULAR
Open the game- Brand
- LEGO
- Year
- 2024
- Objective
- Awareness
- Industry
- Entertainment
- Mechanic
- Simulation & Strategy
- Platform
- AR & VR
- Agency
- Arcadia
Objective
The LEGO Group wanted to win back an adult audience's attention through AR, turning idle phone time into building time rather than passive scrolling. The brief also called for a new AR play format that could launch on Snapchat and on Snap's new Spectacles glasses at once, boosting LEGO's relevance with Snap's audience.
Solution
Opening the Lens, the player points their camera — or, on Spectacles, simply looks — at a real table or floor, and ten LEGO bricks appear scattered right on that surface. They reach out with their hands to pick up a brick, turn it, and click it onto another to start building; running short on pieces, they just say a colour out loud and more bricks of that colour appear. Free Play sets no brief at all, while Challenges give a specific LEGO set to build against the clock, unlocking new levels as each is finished. A session ends whenever the player wants — they can share the finished build right away.
Results
Players built over 1,000,000 unique creations and logged more than 8,000,000 minutes of play; the Lens launched simultaneously in 14 countries.
- 1
The player opens the BRICKTACULAR Lens in Snapchat — from the Lens page, a Snapcode, or LEGO's profile — or, on Snap's fifth-generation Spectacles, launches it as a standalone app on the glasses.
- 2
The camera scans a real surface, a table or a floor, and scatters a set of ten virtual LEGO bricks directly onto it, building on the real world rather than a floating 3D platform.
- 3
The player chooses between a timed challenge to assemble a specific LEGO set or a Free Play mode with no brief or timer.
- 4
Hand tracking lets the player pick up a brick with a pinch — both hands work at once on Spectacles — then rotate and turn it in the air, bring it to another brick, and place them together, building the model piece by piece.
- 5
When bricks run out, the player names a colour aloud and the microphone triggers new bricks of that colour, replenishing the supply mid-build.
- 6
Completing a build in challenge mode registers as done and unlocks further challenges and levels, with progression tracked by tasks completed.
- 7
The player shares the finished build with others through Snapchat.
