LEGO Star Wars
LEGO wanted to entertain shoppers with an experiential campaign using gesture recognition technology, inviting users to “Master the Force.”
Using gesture sensor technology, passers-by could engage with the on-screen LEGO sets, with users prompted to choose a side and start building the spaceships of the new galaxy. With the goal to become a true Jedi Master, more points were won the faster they could build. The game used new camera technology still in development, which had the ability to recognize and track joint movements in 3D. After the game, there was also the opportunity for participants to ‘take a photo with the crew’ which amplified the reach of the campaign.
The poster used a bespoke creative technology solution, running in two large format locations on Limited Space screens, in Bluewater and Newcastle shopping malls from the 28th May to the 4th June. With 2797 games played over the week, the winner was the Rebels with 4,597,268 points.