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Special Project

Special Project
From the 14th Annual Shorty Awards

LEGO MASTERS Un-Bricking Believable Digital Campaign

Finalist in Multi-Platform Presence


In 2021, FOX ENTERTAINMENT released what would became the #1 most Co-Viewed Broadcast Entertainment Program of that Summer —LEGO MASTERS.

To market this season, FOX launched an “un-bricking believeable”social campaign that built on the success of the first season.

Strategy and Execution

First, we created custom LEGO minifigures to introduce each team.We also created one for host Will Arnett, andplayed a game of pinch and zoom hide-and-seek on Instagram. And followed that up with an explosive key art reveal. Then, FOX dove into more interactive pieces with polls, tournament brackets, classic guessing games, and custom social stickers.

Next, to build on some sweet synergy with another #1 franchise, FOX built custom LEGO teasers for the Masked Singer.And when you think of LEGO, you probably think ASMR.Maybe not at first --but these custom videos with soothing sounds and mesmerizing Brick graphics tapped into a trend that was both unexpected and thoroughly engaging.

Finally, contestants shouldn’t have all the fun, so FOX created custom build instructions for simple structures to do at home.


In the end, FOX’s social marketing campaign delivered a brick-tastic 22.5 million impressions and 5.9 million video views, which led LEGO Masters to doubling it’s Live + Same Day audience, and becoming FOX’s #2 most streamed reality show of the summer.


Video for LEGO MASTERS Un-Bricking Believable Digital Campaign

Entrant Company / Organization Name

Fox Entertainment