This campaign from Lego in Germany represents a fantastic combination of creativity and artwork, and a brilliant example of experiential marketing.
To promote the new sets of Lego Star Wars, the brand has built a gigantic barrel organ entirely out of Lego pieces. Using the four different Star Wars building sets, the 20,000 Lego bricks were strategically arranged to play the theme tune from the movie.
The huge music instrument was displayed in cinemas where people could get involved with and play it themselves. The activity was also integrated with QR code that directed to Lego’s online store and a microsite where fans could also get play with the organ and select their favourite sets.
We love it when brands create great experiments to showcase its products.
Check out the Lego organ in action and the making of video below. Tweet us your thoughts @Hotcow!
Making of video