LEGO Star Wars Gesture-Recognition Gesture-Recognition Interactive Interactive Game

LEGO Star Wars Gesture-Recognition Gesture-Recognition Interactive Interactive Game

LEGO Star Wars
Gesture-Recognition
Gesture-Recognition Interactive
Interactive Game
Game

Challenge
Challenge

Solution
Solution

Results
Results

Following
Followingon
onfrom
fromthe
therelease
releaseof
ofSolo:
Solo:AAStar
StarWars
Wars
Story,
LEGO
invited
family
shoppers
to
Master
Story, LEGO invited family shoppers to Masterthe
the
Force,
Force,with
withan
anexperiential
experientialDOOH
DOOHcampaign.
campaign.

We
Weset
setabout
aboutcreating
creatingan
aninteractive
interactiveDOOH
DOOHgaming
gaming
experience,
experience,using
usinggesture
gesturerecognition
recognitiontechnology,
technology,to
to
engage
engagepotential
potentialLEGO
LEGObuilders
buildersand
andentice
enticethem
themto
tocome
come
play!
play!Using
Usinggiant
giantdigital
digitalscreens
screensin
inaahigh
hightraffic
trafficlocations,
locations,
passers-by
passers-bycould
couldengage
engagewith
withthe
theon-screen
on-screenLEGO
LEGOsets.
sets.

2,797
2,797games
gameswere
wereplayed
playedover
overthe
theweek,
week,for
foraatotal
totalof
of
5,594
5,594minutes
minutesof
ofgameplay.
gameplay.This
Thisconstitutes
constitutes68%
68%of
of
the
thetotal
totaltime
timethat
thatboth
bothshopping
shoppingcentres
centreswere
wereopen
open
incredible
levels
of
engagement!
incredible levels of engagement!

With
Withaamission
missionto
toinspire
inspireand
anddevelop
developthe
thebuilders
buildersof
of
tomorrow,
LEGO
wanted
to
promote
the
latest
tomorrow, LEGO wanted to promote the latest
characters
charactersand
andbrick
bricksets
setsfrom
fromthe
theStar
StarWars
Warsfilm
film
franchise,
franchise,celebrating
celebratingthe
thelatest
latestrelease
releasefrom
fromthe
the
popular
popularfilm
filmseries.
series.

In-built
In-builtcamera-based
camera-basedgesture-sensor
gesture-sensortechnology
technologyhad
hadthe
the
ability
abilityto
torecognise
recogniseand
andtrack
trackplayers
playersjoint
jointmovements
movementsin
in
3D
3Dallowing
allowingthem
themto
toplay
playthe
thegame
gamethrough
throughmovement
movement
alone!
alone!After
Afterthe
thegame,
game,participants
participantswere
wereencouraged
encouragedto
to
take
the
opportunity
to
have
a
photo
with
take the opportunity to have a photo withthe
thecrew,
crew,
which
whichfurther
furtheramplified
amplifiedthe
thereach
reachof
ofthe
thecampaign
campaignacross
across
social
socialmedia.
media.

56%
56%of
ofplayers
playerschose
choseto
tobe
bethe
theRebels,
Rebels,ensuring
ensuringthey
they
defeated
the
Empire
by
amassing
a
total
defeated the Empire by amassing a totalof
of4,597,268
4,597,268
points
pointswith
withthe
thehighest
highestscorer
scorerracking
rackingup
upan
an
incredible
incredible8,527!
8,527!
The
Thecampaign
campaignled
ledto
toaa15%
15%uplift
upliftin
insales
salesand
andreceived
received
recognition
recognitionby
byaward
awardbodies,
bodies,picking
pickingup
up22award
award
nominations,
nominations,including
includingBest
BestInteractive
Interactivecampaign
campaignfor
for
The
Drum
Creative
OOH
Awards.
The Drum Creative OOH Awards.

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