LEGO Hidden Side AR App
Open the game- Brand
- LEGO
- Year
- 2019
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- AR
Objective
LEGO launched Hidden Side in 2019 to introduce children aged 7+ to augmented reality through a new building theme. The campaign combined physical construction with digital play to create a seamless, ongoing service experience. Business objectives included driving repeat engagement with physical sets through regular app updates and establishing LEGO's first play theme structured as a continuous service model.
Solution
A free companion AR app that overlays interactive ghost-hunting gameplay onto physical LEGO Hidden Side building sets. Players point smartphone cameras at built models to locate points of possession that trigger virtual ghosts to appear, which they capture through AR gameplay. The app dynamically responds to physical model manipulation, and gameplay adapts based on set configuration. Built on the Vuforia AR platform, the app features randomized ghost encounters and continuously receives updates with new challenges, ghosts, and gameplay elements. Eight building sets were offered ranging from $19.99 to $129.99 USD, each offering distinct AR experiences that reward rebuilding with new content.
Results
Not published.
