To make the site maximally accessible, we worked closely with the LEGO Group to translate the entire site across 30 languages, which we launched simultaneously with blog posts and social media communications across multiple channels and markets. To sustain momentum post-launch, we executed a paid media campaign targeting a range of audience profiles across digital channels (mobile and desktop), as well as social and earned media, and cinema showings of The LEGO Movie in the US (perhaps the most contextual media buy available). Paid and earned media was executed globally, with the cinema buy focused on the US.
Build with Chrome has exceeded expectations. Over 500,000 LEGO structures have been built by over 11M visitors viewing over 35M different pages.
This project started as a collaboration between Google and the LEGO Group, in Australia in 2012 to celebrate the 50th Anniversary of the LEGO brick. LEGO wanted to engage their fans in a whole new digital experience and showcase the amazing possibilities of the LEGO brick. Google wanted to demonstrate that their Chrome browser and the latest web technologies were able to capture the physical LEGO experience in the world's biggest virtual LEGO set.