LEGO - FINDING KEVIN
TYPE & TECH Augmented Reality, Product Launch
An Augmented Home Alone Game of Hide-and-Seek
In the spirit of the holiday season and to support the launch of the November 2021 LEGO Home Alone set, Solarflare partnered with Wasserman and Ogilvy to produce a global campaign that worked across in-store and digital. Using augmented reality, a festive campaign, was imagined as a means to create a buzz for LEGOs McCallister Home.
Focusing on family themes within the popular 1980s movie and the global pandemic restrictions forced on families in 2020, LEGOs retail campaign centred on bringing people ‘Home Together’. How? Through finding Kevin.
At the heart of the concept 6 life-size LEGO Mini-Figures of Kevin McCallister were globally placed within high footfall locations in New York, Chicago, Toronto, Berlin, Brussels, and Paris. As a QR code was scanned on a figure, it led the user to a bespoke microsite where they were able to partake in an AR experience, enter a competition as well as share the experience with friends and family.
The Gamified AR Hack
With the popular festive film at the core of the user experience design, we used 8th Wall to bring the campaign to life through an engaging AR digital game.
Incorporating both interactive and competitive elements, wherever the microsite was launched, findable icons would be scattered around, waiting to be found. The fun game challenged visitors to find those objects and Kevin to bring him home for Christmas.
Within the digital experience
The Moves of Kevin
An Aftershave Scream Selfie
The Seasonal Campaign
Once people found Kevin, they were directed to the competition page, where they could enter to win the LEGO set and an additional LEGO voucher.
Not only that, a shareable moment was created in the form of a Kevin Selfie Experience. Using the front-facing camera users could join the character within the frame. As you re-enact the iconic aftershave scream the filter would animate and an image would be snapped ready to share on social platforms. There was also a link allowing others to explore the microsite for themselves.
The activation successfully captured Home Alone fans’ imaginations and gained over 2,500 earned media articles with a 12.1BN reach. With 38% of the articles including direct links to LEGO.com, this increased their visits by 326%.
Over 87,500 people found Kevin, with 54,000 entering the competition resulting in a sold out set, exceeding the sales plan by +18%.