lego AR WEB APP

THE PROJECT

Lego teamed up with Home Alone to create a physical & virtual ‘Find Kevin’ festive campaign to promote the new Home Alone LEGO set. Within a small team, I worked as the sole Product Designer on the augmented reality web app on Wasserman agency side, from user flows to final UI delivery and design QA.

THE CLIENT

LEGO is one of the largest toy company in the world producing plastic construction toys. They often collaborate other entertainment brands and movie franchises - in this case Home Alone.

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.

LEGO Augmented reality web app invite users on a hunt

Campaign insights

  • 87,00 people found Kevin across the globe

  • Over 54,000 entered the competition – an increase of 40% on benchmarking of competition entries

  • Over 16,000 selfies taken with Kevin

  • 12.1bn earned media reach across 2,500 articles including headline TV news articles

  • 234.9 million shared social media reach

  • 326% increase in visits to the Lego.com Home Alone page

Award winning experience

The campaign was a winner at The Drum Awards for Experience.

Article reference How Lego Group brought the world together to find Kevin McCallister, The Drum

the Context

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.

Finding Kevin in New York

USER flows and scenarios

The first scenario and primary experience involves user finding Kevin figurines hidden in their town, scanning the QR code to access the app. Play the AR game is the main call to action followed by a prize draw. Another key feature a social sharing “selfie with Kevin” interactive feature. The app is also an opportunity for the user to learn more about the LEGO set, find nearest store.

The second scenario is a simplified experience allowing user in store scanning a QR code to enter a prize draw.

Campaign mechanics

Initial user journey for main scenario

Final wireframes for main scenario

FINAL Gamified augmented realitY EXPERIENCE

With the popular festive film at the core of the user experience design, our aim was 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. 

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. 

Homepage and Prize draw flow

Core game experience - collecting item throughout the hunt

Social integration - selfie experience