Cannes Lions

LEGO® Life - Be Inspired, Create, Share

LEGO SYSTEM, Billund / LEGO / 2018

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Overview

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Overview

Description

With more kids having access to mobile devices than ever before, kids are seeking out online play for entertainment and social purposes. However, given the current environment of online safety and data security, LEGO recognized its responsibility to engage kids in safe social play and launched the LEGO Life mobile app for kids. LEGO Life offers a safe, social experience for kids on their mobile devices.

The app-centered digital experience allows young LEGO builders of all levels to connect with a community of like-minded peers to express their creativity, share their LEGO creations, interact with LEGO characters, and inspire one another. Kids have access to exclusive content, an in-depth 3D LEGO minifigure avatar creator, fun building challenges and more! LEGO Life also introduces a custom LEGO Emoji Keyboard with which kids can communicate about what they create in LEGO form, and comment on what their peers share.

Execution

The LEGO Life beta experience launched on January 31, 2017 in the U.S., Canada, U.K., France, Germany, Denmark, Austria and Switzerland. The global launch followed beginning in April 2017, LEGO Life expanded its reach into Central and Eastern Europe and parts of Asia. Most recently in 2018, LEGO Life has made its way into Central and South America. Today, the LEGO Life app is offered in 35 countries worldwide and growing!

Content is translated into nearly 20 languages and adapted to meet the cultural needs of kids in various parts of the world. LEGO Life is available on both Apple and Android devices and new versions are released every couple weeks to improve the experience and offer new features. Kids have access to exclusive content, an in-depth 3D LEGO minifigure avatar creator, fun building challenges and more! LEGO Life also introduces a custom LEGO Emoji Keyboard with which kids can communicate about what they create in LEGO form, and comment on what their peers share.

Outcome

By the end of its first launch year 2017, LEGO Life achieved some incredible results, including 5.2 million downloads, 1.3 million monthly active users with an average session length of 5:21 minutes (not bad for an app that encourages its users to put down the device and build!) From an engagement perspective, LEGO Life received 2 million total uploads of LEGO builds, 1.8 million total comments and 37 million total likes. Kids were not only sharing their own creations in a safely moderated environment, but they engaged heavily with other users too!

From a business perspective, we’ve also seen LEGO Life driving top-line sales - kids who spend more time in the app are actually buying more LEGO Bricks. Today, more than 6 million kids have downloaded the LEGO Life app in 35 countries worldwide, contributing an average of 6,000 uploads (UGC) per day!

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