In an effort to promote its new Star Wars-themed brick sets, the brand created billboards that let people build with a swipe of their hand.
Following the premier of “Solo: a Star Wars Story” in the U.K, these interactive screens appeared, challenging passerbys to “become a true Jedi Master.” Participants compete to build a lego spaceship the fastest, all while using just the motion of their hands. While there’s no prize for winning, each participant is invited to “take a photo with the lego crew” to share on social.
Billboards appeared in shopping malls in the U.K, catching fans where they are most likely to buy Legos. While the campaign is a fun way to get fans to build a deeper connection with the brand, a digital competition would have allowed for more virality and excitement.