Case Study
LEGO X Star Wars
X-Wing Times Square
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Case Study
LEGO X Star Wars
SCROLL FOR MORE
LEGO X Star Wars
LEGO Star Wars –
X-Wing Times Square
It had been a dark time for the LEGO Star Wars product line.
Although parents and kids alike loved both brands – product sales had dwindled in the long drought since any new LEGO Star Wars content had been produced.
But hope was at hand: “The Yoda Chronicles” was set to premier on Cartoon Network. Harnessed correctly, the force of such an event could reverse the fortunes of the brand. All that was needed was a killer campaign, and an epic stunt in Times Square.
The campaign played out across TV, instore, print and social media like a giant bread-crumb trail. A series of secrets were revealed, unlocking sneak peeks and more clues –
leading to the biggest “secret-reveal” of them all in Times Square, New York.
Yoda attended via video conference from Dagobah on a giant billboard. With the help of the kids, they harnessed the power of the force in real time to unbox the largest LEGO structure ever built. The campaign achieved more than a billion media impressions with the event making the news in 52 countries.
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