LEGO

Within a small team, I worked as the sole Product Designer on the augmented reality web app on Wasserman agency side, from user flows to final UI delivery and design QA.

87,000 people found Kevin across the globe. Over 54,000 entered the competition, an increase of 40% on benchmarking of competition entries. Over 16,000 selfies taken with Kevin. 12.1bn earned media reach across 2,500 articles. 234.9 million shared social media reach. 326% increase in visits to the Lego.com Home Alone page.

At the heart of the concept, 6 life-size LEGO Mini-Figures of Kevin McCallister were globally placed within high footfall locations in New York, Chicago, Toronto, Berlin, Brussels, and Paris. As a QR code was scanned on a figure, it led the user to a bespoke microsite where they were able to partake in an AR experience, enter a competition as well as share the experience with friends and family.

The first scenario and primary experience involves user finding Kevin figurines hidden in their town, scanning the QR code to access the app. Play the AR game is the main call to action followed by a prize draw. Another key feature a social sharing “selfie with Kevin” interactive feature.

With the popular festive film at the core of the user experience design, our aim was to bring the campaign to life through an engaging AR digital game. Incorporating both interactive and competitive elements, wherever the microsite was launched, findable icons would be scattered around, waiting to be found.