San Diego
Comic-Con

LEGO wanted to break through Comic-Con’s clutter and chaos to build a bricktacular, hands-on activation for Comic-Con fans of all ages. First, they made fans the stars of their custom LEGO comic book. Fans created a 3D Minifigure character, picked their favorite fantasy world (Batman, Spider-Man, or Star Wars), and answered a few fun questions to generate their unique story. A tablet-based app designed exclusively for Comic-Con delivered a seamless, playful experience. Over 5,000 fans received unique 12-page, full-color comic books — each printed in about a minute and delivered along with a digital version of their comic book cover.

Next, attendees got their hands on some bricks, rifling through buckets of Minifigure body parts to build their custom character. The Minifigures then toured a LEGO-sized Instagram-style museum with 18 unique environments. The made-to-share content generated over 700 million impressions through user-generated content and media coverage from outlets such as The Hollywood Reporter, Forbes, and Entertainment Weekly.