What if…
We utilized social media to activate millions of fans across 14 separate brands to launch a video game?
Develop a highly engaging social creative strategy that builds on the LEGO Dimensions launch campaign “You’re going to need a bigger imagination.” Set the foundation and excite fans for this epic mashup of entertainment's largest brands.
The Ask:
The Answer:
Leverage the massive powers of all partners to create immense awareness for the new game and ignite passion for cross-over audiences on social. We developed our “Break the Rules” concept to bring our first-of-its-kind campaign to life. For the first time ever, these legendary characters would be able to interact in the game and take users on a cross-dimensional social and digital journey.
Role: Creative Director / Art Direction
Agency: Heavenspot
Now that we’ve gone “BIGGER” the standard conventions don’t apply, we have to “break the rules.” Entertainment IP can be very restrictive and isolated especially on social. But LEGO has a way of bringing things together in a fun and unique way. This game was no different; we broke convention and all the rules with our approach to content, and how we empowered the fans to do the same with this epic cast of unlikely partners.
It’s Time to Break the Rules
We wanted to create a place for fans to easily explore and share all of the content from our social feeds. We built a multi-dimensional site to house anything and everything from the worlds of LEGO Dimensions complete with 100’s of hidden easter eggs.
All Together Now
NEXT PROJECT