Old school offline playfulness meetsnew school online movie making
Nostalgia has always been a strong tool for marketeers. Referring to and playing with the childhood memories of your targeted audience can have great impact. But what if you want to reach kids (and their parents)? You add ‘now’ to nostalgia! In case of the LEGO Speelfilmpjes platform for bol.com that meant adding the use of mobile devices to playing with LEGO. Combining oldskool offline playfulness with newskool online movie making. The best of two worlds.
Reason. Taking LEGO into the future
Kids nowadays still like the colorful LEGO bricks, but they rather spend their time playing with phones, tablets and laptops. And they use those devices to watch videos of other kids playing, instead of having fun with their own toys. Born05, bol.com and LEGO responded to this trend with the launch of the interactive Speelfilmpjes Platform (Movie Platform), aiming to make LEGO more attractive, interactive and ready for the future.
Big idea. A totally new way of playing with LEGO
By offering a totally new way of playing with LEGO, kids can (re-)connect with the famous toys. The Speelfilmpjes Platform offers unique user generated video content and challenges kids to make own LEGO movies. It features how-to vids, a film script generator and a cool ‘collect all stickers’ incentive system. The Speelfilmpjes Platform takes LEGO into the digital world; children’s natural playground.
Outcome. Press, play…
The Speelfilmpjes Platform is filled with thousands of inspiring and creative video’s made by children. Because the platform involves fathers and mothers in moderating the videos of their children, it immerses the whole family in LEGO and bol.com. Resulting in more engagement with the brands, a big boost in LEGO’s popularity and valuable customer insights.
The platform moves LEGO® into the digital world; children’snatural playground.
Unique visitors spending 2hr+
Average time on platform
Zwitsal commercial:the beautiful reality of parenting