Build with Chrome
Open the game- Brand
- LEGO
- Year
- 2012
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Simulation
- Platform
- Web
- Agency
- Mikael Emtinger
- With
- M&C Saatchi/Mark
- With
- LEGO
- With
- Agigen
- With
- North Kingdom
Objective
LEGO celebrated its 50th anniversary in Australia in 2012 and partnered with Google Chrome to showcase web technology capabilities and demonstrate how browsers could deliver innovative, collaborative experiences. The initiative aimed to engage millions of users globally while promoting WebGL as a transformative technology for interactive 3D applications in the browser.
Solution
Build with Chrome was a browser-based 3D builder allowing users to construct virtual LEGO creations and place them anywhere on an interactive Google Map. Built on WebGL technology, the application featured responsive design for desktop, mobile, and tablets with touch gesture support including pinch-to-zoom and two-finger rotation. Users could browse, search, and interact with a global database of user-generated builds. In 2014, a second version expanded globally and integrated with THE LEGO MOVIE, significantly expanding the feature set and accessibility.
Results
Build with Chrome won a Silver Award at the Clio Awards in 2013 in the Microsite/Website category.
