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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

LEGO Masters: Augmented Reality Brick Builder

Finalist in Emerging Platform

Entered in Augmented Reality

Objective

In 2020, FOX ENTERTAINMENT partnered with LEGO to create the greatest competition series ever built. Our goal for marketing was simple but full of possibility – create an augmented reality experience that brought home the interactivity and competition of LEGO MASTERS to fans nationwide.

Strategy

The LEGO AR Builder is an augmented reality application that allows users to build virtually with LEGO bricks, in real-world space, right on their mobile device. No special equipment or app downloaded needed. With this tool, we were able to give fans the power to create with LEGO, anywhere and any time.

Along with the builder, we also launched Weekly Build Challenges that mirrored the competition each episode. Fans were able to not only watch competition on TV but also participate with LEGO lovers everywhere.

Results

Viewers put their imagination to work, using the AR builder to create an array of builds for the week. Posting their builds to social media entered them into  a weekly sweepstakes for LEGO prizes and social media fame.

The LEGO AR Builder mixed cutting edge technology of augmented reality and LEGO’s theme of possibility and gave viewers a whole new way of engaging with TV’s #1 new entertainment series, LEGO MASTERS.

Media

Video for LEGO Masters: Augmented Reality Brick Builder

Produced by

Fox Entertainment

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

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