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.
We looked at a more simple interactive solution where fans were rewarded with exclusive content when they found the treats behind a spooky door. Coupled with silly sounds when they pressed the door bell to incentify continued interaction. The campaign increased engagement from previous campaigns by over 40% and the door bells were pressed over 2 million times.