Life Of George

Objective

LEGO pioneered a hybrid physical-digital brand experience by developing the world's first interactive game merging actual LEGO brick construction with iOS mobile app technology. The initiative targeted young builders aged 14+ seeking innovative play that extended beyond traditional toy building, positioning LEGO as an innovator in interactive entertainment.

Solution

Players built LEGO models from in-game photo templates of a character named George using a set of 144 bricks, then scanned completed constructions with an iPhone/iPod camera on a tracking playmat. Patent-pending brick recognition software automatically scored each build based on accuracy and speed across 12 levels (10 models per level). The game offered novice and expert difficulty modes, two-player competitive play, and a creation mode for custom designs. Released October 1, 2011, at $29.99 via shop.lego.com and select LEGO retail stores.

Results

Download numbers remained modest by typical app metrics. The project achieved industry recognition, including a nomination for the 2013 Interaction Awards in the Expressing category from Denmark and publication in Ads of the World (Adweek, July 2012) as a case study in mobile gaming. FastCompany described it as 'A Brilliant Mix Of Physical And Digital Play.'