Our solution was a large-scale building competition orchestrated via the LEGO Minecraft Facebook page. The campaign, the LEGO Minecraft Classic tales, ran for a month in both the spring and autumn of 2016, and engaged fans worldwide in both building and the co-creation of content.
Every Friday throughout the campaign period the LEGO Minecraft Facebook page released a stop-motion video leaving the main characters of Minecraft, Steve or Alex, in a very tight spot. The task of the fans was then to build something that would help them out, take a photo of it and upload it to the Facebook page. The most creative contributions won various LEGO Minecraft sets. And more importantly, the winning model was brought to life in a follow-up stop-motion video posted within the same week.
As such, the Classic Tales building competition prompted fans to use their creativity, and knowledge of the LEGO Minecraft universe, to engage with the brand on a whole new level. The campaign also strengthened the LEGO Minecraft online community, as members both shared, discussed, and learned from each other. Moreover, content of an unseen quality resulted, and this content continues to live throughout LEGO’s social- and digital channels.