LEGO
Comic-Con
Director + Creative Strategy
As part of a comprehensive rethink of its experiential portfolio, Lego had the opportunity to reinvent its flagship Comic-Con property as a magnet for brand lovers, as a sound stage, and as a media-generating juggernaut.
Through a series of activations, fans generated a digital LEGO minifig of themselves via a custom app, built it live from assorted parts, and created a custom 10-page comic book of their minifig in action. The environment also served as the backdrop for streaming interviews with master builders and influencers.
Results
- 940,500 attendees
- 699M media impressions
- 370 media placements
- 35% opt-in for Lego emails
“Congrats to all of you for taking a leap of faith. The effort exemplifies the best of Lego: curiosity, focus, and a brave team.”
– Brand Relations, Experiential Lead
