LEGO AR Store E-commerce LEGO United Kingdom
The Brief
Lego wanted to launch a new range of exclusive adult clothing – but it would only be available through social.
OUR INSIGHT
HypeBeasts will do anything to get their hands on the most exclusive new clothing ranges, including creating bots to cop them first. So brands are reacting with ways to stop the bots.
The IDEA
Using Snapchat and targeting users in key markets (UK, FR and DE), we built an augmented reality store within the app where users could explore a virtual store before being lead to the brand’s ecommerce site to place orders of the physical items.
To further build excitement and interest, a pop-up store in central London was set up, however, the boutique had no stock inside, just a Snapcode on a plinth.
RESULTS
18 MILLION IMPRESSIONS
A total of 18m impressions were generated and 233k swipe ups to site over the campaign period.
STRONG ENGAGEMENT
Strong levels of international engagement, with all 3 markets achieving a swipe up rate to the ecommerce store exceeding Snapchat’s benchmarks.
HIGH PLAY TIME
Average playtime with the lens (a key measure of engaging creative) was around double the KPI, with the average user exploring the virtual store for 16.5 seconds.
AS SEEN IN THE MEDIA
EVENING STANDARD, 13 Feb 2019
Snapchat is using AR to transform an empty shop into a pop-up Lego Wear Store
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CAMPAIGN, 13 Feb 2019
Lego launches clothes shop with no clothes
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THE DRUM, 13 Feb 2019
Snapchat and Lego Wear stick together for shoppable AR experience
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ADWEEK, 13 Feb 2019
Kabooki Opened a Pop-Up Lego Wear Store in London… With No Lego Wear
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DIGIDAY, 16 Feb 2019
Brands are testing augmented reality’s influence on e-commerce
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CREATIVE REVIEW, 13 Feb 2019
Lego Wear’s new shop looks empty- but it’s got a secret
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ADAGE, 14 Feb 2019
Lego’s pop-up fashion boutique contains nothing but a Snapchat code.
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WWD, 13 Feb 2021
Lego and Snapchat Open Clothing Pop-up…Sans Apparel
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