Halloween was always a big time of year for LEGO, but previous campaigns had lower than expected engagement rates from the fans, especially considering the amount of content that had been created to support the previous initiatives. LEGO need a more captivating campaign.
We looked at a simple interactive solution where fans were rewarded with exclusive content when they found the treats behind a spooky door. Silly sounds when the doorbell was pressed encouraged continued interaction. The campaign increased engagement from previous offerings by over 40% and the door bells were pressed over 2 million times.