The Lego Movie: The Awesome Alliance

Konstellation, Denmark developed a gamification concept anchored in the LEGO® Movie universe and aligned with LEGO®’s core brand values, play and creativity. The Awesome Alliance consists of 6 missions (#awesomize, #robosguise, #happify, #imaginator, #wingit and #piratize). Missions that consumers have to solve creatively together. Consumers complete each mission by building a LEGO® figure, pair it with the real world, snap a picture and share it on social media using the unique hashtag. The Awesome Alliance was launched on the same date as the movie premiered, and rolled out on LEGO’s own digital channels: Facebook, Instagram, Google+ etc.