We created an interactive outdoor campaign that was as playful as LEGO itself. By utilizing QR Codes, which are increasingly popular in Germany, we were able to encrypt all kinds of information, including web-links. They are usually printed in black and white. But the codes we created were different: three-dimensional, colourful and handmade – using real LEGO bricks.

Curious passers-by could crack a LEGO Code, simply by taking a picture with the QR Reader of their cell phone. The decoded message suggested one of many imaginative possibilities that could be built with the LEGO bricks used in the code that people were standing in front of! With the included web link the corresponding LEGO box could be ordered directly from the myToys website. Our campaign aroused people’s playfulness and opened their minds to the imaginative world of LEGO.

The LEGO codes were linked to success. Online tracking showed that 49% of all online visitors at the LEGO Sites from myToys were achieved through our campaign. And compared to the non-advertised LEGO products from myToys, the LEGO brick boxes were sold twice as much!