Brick ArtCase Study

Marketing goal

T-Mobile Hungary has been running a strong loyalty program for years. Clients loved collecting bonus points, but few of them knew about discounts (5-20%) available at selected stores. Our marketing goal was raising awareness about these offers.

Campaign goal

Communicating the 15% discount available for T-Mobile customers in the Árkád LEGO Monobrand Store, the biggest in the country.

The excitement around the LEGO brand made it the obvious choice for a co-branded campaign.

Experience that’s worth sharing

It wasn’t the biggest campaign of the year: our media budget was exactly zero*. We had to rely on organic shares, and we refused to take the easy route. No giveaways, no sweepstakes. Just an experience that’s worth sharing.

* There was no media budget allocated to this campaign.We had minimal paid media exposure through promoted posts on T-Mobile Hungary Facebook page - a usual practice at the company.

Brick Art in 8 bullet points

With the T-Mobile Brick Art Facebook app users built virtual LEGO buildings using 1*1*1 bricks of different colors on a 16*16 field.

Brick Art worked in 3D. Rotating the field around three axes made the game much more realistic and fun.

We provided a fully-fledged editor with drafts and undo functionality.

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Brick Art in 8 bullet points

We made the buildings shareable in the News Feed by generating 3D render thumbnails on server side.

We had an “art gallery” inside the app where visitors could vote their favourites. There were no prizes to win, but fame and creative pride were strong enough motivation.

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Brick Art in 8 bullet points

Users could print their own building instructions, a downloadable PDF mimicking a real, step-by-step LEGO building instructions manual.

We put an augmented reality marker on the last page of the manual. Reading the marker (using the free Junaio app on a smartphone or tablet) made the building appear in 3D.

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The best pieces have been physically built by LEGO Monobrand Store, and presented at the Children’s Day exhibition.

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Brick Art in 8 bullet points

Technical background

Brick Art is probably one of the most complex Facebook promotion app ever created.

3D engine: WebGL + threejs. Overlapping bricks and lighting were particularly challenging.

Backend: Ruby on Rails és MySQL. Capable to serve several thousands of players in parallel.

Gallery thumbnails were rendered on server side using 500-600Mb of memory at each save (technology: LGEO + L3P + Povray)

We generated Junaio XML files on server side for the augmented reality view.

We developed the building instruction PDF generator from scratch.

What we are proud of

Client feedback

„Thanks guys! Great proof that the best campaigns are not about prizes but experience.”

Others think it’s a good idea, too

Google launched its own LEGO builder on 30 January 2014 - right after ours.