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T-Mobile LEGO Brick Art case study
- 2. Marketinggoal T-Mobile Hungary has been running a strong loyalty program for years. Clients loved collecting bonus points, but few of them knew about discounts (5-20%) available at selected stores. Our marketinggoalwasraising awarenessabouttheseoffers.
- 3. Campaigngoal Communicatingthe15%discount availableforT-Mobilecustomersinthe ÁrkádLEGOMonobrandStore, the biggest in the country. The excitement around the LEGO brand made it the obvious choice for a co- branded campaign.
- 4. Experiencethat’sworthsharing It wasn’t the biggest campaign of the year: ourmediabudgetwasexactly zero*. We had to rely on organic shares, and we refused to take the easy route. No giveaways, no sweepstakes. Justan experiencethat’sworthsharing. * There was no media budget allocated to this campaign. We had minimal paid media exposure through promoted posts on T-Mobile Hungary Facebook page - a usual practice at the company.
- 5. BrickArtin8bulletpoints With the T-Mobile Brick Art Facebook app users built virtual LEGO buildings using 1*1*1bricksofdifferentcolorsona16*16field. BrickArtworkedin3D. Rotating the field around three axes made the game much more realistic and fun. We provided a fully-fledgededitor with drafts and undo functionality. 01 02 03
- 6. BrickArtin8bulletpoints We made the buildings shareable in the News Feed by generating 3Drenderthumbnails on server side. We had an “art gallery” inside the app where visitors could vote their favourites. There were no prizes to win, but fame and creative pride were strong enough motivation. 04 05
- 7. BrickArtin8bulletpoints Users could print their own building instructions, adownloadable PDFmimickingareal,step-by-stepLEGObuildinginstructions manual. We put an augmentedrealitymarker on the last page of the manual. Reading the marker (using the free Junaio app on a smartphone or tablet) made the building appear in 3D. 06 07
- 8. The best pieces have been physically built by LEGO Monobrand Store, and presented at the Children’s Day exhibition. 08 BrickArtin8bulletpoints
- 9. Technicalbackground BrickArtisprobablyoneofthemostcomplexFacebookpromotionapp evercreated. 3D engine: WebGL+threejs. Overlapping bricks and lighting were particularly challenging. Backend: RubyonRailsésMySQL. Capable to serve several thousands of players in parallel. Gallery thumbnails were rendered on server side using 500-600Mb of memory at each save (technology: LGEO+L3P+Povray) We generated JunaioXML files on server side for the augmented reality view. We developed the building instruction PDF generator fromscratch.
- 10. Whatweareproudof Clientfeedback „Thanks guys! Great proof that the best campaigns are not about prizes but experience.” Othersthinkit’sagoodidea,too Google launched its own LEGO builder on 30 January 2014 - right after ours.