LEGO Minifigures Microsite Games
- Brand
- LEGO
- Year
- 2010
- Objective
- Product launch
- Mechanic
- Mini-games
Objective
LEGO launched a collectible minifigures product line in May 2010, with a campaign designed to promote the release to its audience. The microsite combined product reveal content with interactive browser-based mini-games to build anticipation and drive engagement ahead of the official availability.
Solution
The campaign featured a dedicated microsite at minifigures.lego.com serving as a launch hub for the new collectible line. LEGO Digital Development Team handled site programming and design, while Most Wanted Entertainment and 7Field developed a suite of browser-based mini-games integrated into the experience. The site launched in April 2010, ahead of the May product availability, positioning games as a key engagement mechanism for the product reveal.
Results
Not published.
