To mark the 50th anniversary of LEGO in Australia, the company partnered with Google to create Build, the world's largest LEGO set. Leveraging the 3D capabilities of Chrome, creators can build pretty much anything. They use nearly 1,000 bricks, with Google Maps of Australia or New Zealand as the baseplate. They can then publish their designs and share them with friends using a unique URL.

Launch the campaign
Published
April 2014
Topics

The Story

To mark the 50th anniversary of LEGO in Australia, the company partnered with Google to create Build, the world's largest LEGO set. Leveraging the 3D capabilities of Chrome, creators can build pretty much anything. They use nearly 1,000 bricks, with Google Maps of Australia or New Zealand as the baseplate. They can then publish their designs and share them with friends using a unique URL.

Developing an interactive web tool meant that we needed to be able to manage public expectations, handle security, respond to misuse and protect the brand's values. The launch of Chrome for Android on the new Nexus devices enabled us to access WebGL and Web Audio beyond desktops. This created a way to push the overall experience and develop a dedicated interactive builder for touchscreen devices.

The Technology

The Results

This campaign reminded people of their childhood love of LEGO, encouraging them to dive back in and build creations never before possible.

527K

Published builds

23

Million pageviews

7.3

Million visitors

Launch Date Jan. 28, 2014