LEGO® BRICKLEAGUE
THE FIRST INTERNATIONAL CONTENT CREATION CONTEST AMONG LOCAL CONTENT CREATORS EXPANDING ON THE GAMES THEY LOVE WITH LEGO GAMING SETS
For the creator activation arm of this global campaign, we built a cohesive content ecosystem anchored by two characters: Pixel, a quirky, chaotic and super cool animated LEGO minifigure who became the face of BrickLeague across every touchpoint, and YouTuber/gaming influencer DanTDM, who hosted and drove the competition forward. Together they framed a contest that brought together 14 game creators building across five major IPs Sonic, Super Mario, Fortnite, Minecraft and Animal Crosssing.
Brick by brick our gaming creators completed building challenges inspired by legendary IP video games and the audience had the opportunity to vote for their favorite creator everyweek leading up to the finale. Voting was casted through ︎︎︎https://kids.lego.com/en-us/gaming.
We then had a finale where the top creators faced off and were judged by our precious jurry members hosted by DanTDM and LEGO minifigure Pixel
ROUND 1 FINALE
ROUND 2 FINALE
It didnt stop there, to further engage kids and family we built on BrickLeague and created build challenges which were presented as entertaining build challenges in stores, LEGO.com and LEGO PLAY APP
For the creator activation arm of this global campaign, we built a cohesive content ecosystem anchored by two characters: Pixel, a quirky, chaotic and super cool animated LEGO minifigure who became the face of BrickLeague across every touchpoint, and YouTuber/gaming influencer DanTDM, who hosted and drove the competition forward. Together they framed a contest that brought together 14 game creators building across five major IPs Sonic, Super Mario, Fortnite, Minecraft and Animal Crosssing.
Brick by brick our gaming creators completed building challenges inspired by legendary IP video games and the audience had the opportunity to vote for their favorite creator everyweek leading up to the finale. Voting was casted through ︎︎︎https://kids.lego.com/en-us/gaming.
We then had a finale where the top creators faced off and were judged by our precious jurry members hosted by DanTDM and LEGO minifigure Pixel
ROUND 1 FINALE
ROUND 2 FINALE
It didnt stop there, to further engage kids and family we built on BrickLeague and created build challenges which were presented as entertaining build challenges in stores, LEGO.com and LEGO PLAY APP