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LEGO BIONICLE |
Case: LEGO BionicleLEGO is one of the world´s largest toy manufactures. The company employs 5.400 people and has revenues of 128 million Euros (2008 numbers). Its main objectives are to lead the industry in creating value for their customers and sales channels and to increase operational excellence. One of LEGO’s most successful products is “BIONICLE” which targets active boys in the age of 6-12 years. The ChallengeThe LEGO Group acknowledged a change in media consumption and identified opportunities for letting consumers learn about their products through active exploration. It wanted to propel LEGO.com further ahead of the competitors and aimed to further exploit online opportunities to engage its users and offer experiences.
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The SolutionThe solution engages the core users on the media that they like the most: the game media. In the game you play one of the new Glatorians in the Bionicle Universe. The game provides facts and experiences to the target group in a relevant and entertaining context. It enables them to interact with the products and learn about their characteristics. The game was the first 3D game on the LEGO website, which is among the most visited in the world. Target group: LEGO website visitors |