Create Your Own Droid online experience.
LEGO Star Wars is all about creative play, which led us to a central campaignable idea. “Create Your Own Droid” invited true engagement with both Star Wars and LEGO through kids’ self-expression.
Children designed and built their own droids out of LEGO to participate in a social, user-generated online experience.
The concept came alive as they uploaded photos and activated them in our game portal, enabling their droid to star in a mini game. A gallery of all the other droids and a weekly prize-winning competition ensured that the creativity kept flowing.
This was hugely successful. The new Star Wars Rebels series gained a significant audience share, and LEGO Star Wars saw an increase in regional sales of over 70% during the lifetime of the campaign.
