This short film tells the story of an inventor’s journey to find his idea. It celebrates the sometimes simple and often sublime attainability of that moment when a great idea just CL!CK.

A complementary mix of physical and virtual experiences were launched beginning August 2009 to trigger PR and social media. The campaign was developed to allow for some fluidity, so while most components were executed as intended, the Disney event was incorporated at the 11th hour because of its relevance. All of the activities were designed to build off of each other and to reinforce our messaging.• Events: Disney Fan Expo http://inr.mediaseed.tv/D23%5F36970/ and Smithsonian Institution http://inr.mediaseed.tv/Lego_36866/ • Video: http://bit.ly/88gmoA • Social Media: Blog: www.LEGOclick.com Facebook page (LEGO CL!CK) Twitter (#legoclick)• First-ever LEGO iPhone App: http://itunes.com/app/LEGOPhoto • Banner ads on Federated Media sites •Wild postings in New York City • PR to support all relevant hooks

• Video viewed 2 million+ times (1.8 million in first 2 weeks); selected to screen at TED conference• iPhone app downloaded 2.2 million times, generating 11 million sessions; at launch, ranked #4 free app in the US, #2 in the UK and #1 in Japan• Apple included LEGO Photo app in print and TV ads in Germany, UK, France, Russia, Canada• 80,000 unique visits to the blog, avg time spent 3:47, 13,000+ returning visitors• 1,200+ tweets and user-generated comments to the blog to date• 550 fans on Facebook • PR value to date (including events): $18 million