LEGO® CON
The LEGO Group
Issue 60 | September 2021
Agency
The LEGO Agency, EMEA
Creative Team
Associate Creative Director: Matt Guenigault Creative Specialist: Lara Groves
Production Team
Senior Digital Editor: Anna Neyman Senior Designer: Juliana Adlard Video Editor Producer: Matt Pitts Video Editor: Cécile Thai Director of Film Production: Charlie Cooper Henniker Senior Events Producer: Daisy Ausden Senior Content Producer: David Z. Obadiah Project Manager: Carole Marz Production Company: Encore EMEA
Other Credits
Senior Director: Emma Perkins Director of Communication Partners: Dan Worrell Communication Partner: Anna Skinner Communications Strategist: Joseph Williams Product Lead: Alessandro Mella Marketing Director: Priscila Freitas Director, Audience & Portfolio: James David Matthews
Date
1st June–25th July 2021 (with livestream on 26th June)
Background
Lockdowns during 2020/21 saw new audiences recruited into the LEGO brand. But re-engaging with their existing audience of ‘Build & LEGO Loving’ kids provided an opportunity to grow our active consumer base.
With in-store visits down and kids spending more time online, the challenge was to improve their digital discoverability for young fans, and their families. Major fandoms hold annual events, sharing news and exclusive content. They realised they were sitting on three key ingredients – the infrastructure, the talent, AND the invested audience – to enable such an event, in their own building-centric way… and LEGO® CON was born.
Idea
LEGO® CON – ‘the ultimate online experience for LEGO fans everywhere!’ – is a digital-first experience bringing young LEGO® fans and their families together, wherever they may be in the world, to enjoy a sneak-peek behind the curtain at LEGO HQ. During a hosted 90-minute show, live from LEGO House in Billund (‘the home of the brick’), audiences had the chance to see the latest LEGO news, official reveals of new products, deep-dives into the latest LEGO platforms, shows and games, and interviews and challenges with LEGO designers.
With an entertainment-led mindset, every segment of the show was focussed on fun ways to share franchise stories – from interviews with a former NASA astronaut who’s built LEGO sets in zero gravity, to a driving challenge face-off between a LEGO Technic designer and a member of the Volvo engineering team. AFOLs (Adult Fans of LEGO) are a huge inspiration to the LEGO Group, as well as being highly aspirational creators for younger fans – so LEGO® CON was proceeded by a 20-minute pre-show celebrating AFOL builders all over the world, sharing tips and tricks on their own unique styles of LEGO creativity with the LEGO® CON community.
By being online, it was possible to throw open the doors of LEGO House to fans everywhere. Full accessibility was of key importance to them – so their pilot year, which focussed on UK and US audiences, included subtitles in English, French, German and Spanish, American sign language and British sign language. But the accessibility didn’t end there – their livestream audience could also vote in polls, submit questions, and share their reactions throughout the show. And for fans who missed the live show, or want to re-watch their favourite moments, all LEGO® CON content is available on-demand via the YouTube channel, and at LEGO.com/LEGOCON
Results
• 28m people reached across the web with LEGO® CON content. • LEGO® CON coverage in over 250 publications.
• 125k views (over 30”) on the LEGO® CON livestream, with an average watch time of 26mins.
• 129k views of LEGO® CON full stream catch-up.
• 281k views of segments and cutdowns of LEGO® CON content on YT.