Our campaign took place over two phases – pre-launch and post-launch – that seamlessly connected the product with the hunger for mystery and intrigue that characterizes fans of both LEGO and Stranger Things, whilst recalling the unmistakable 80s universe of the show.
Phase 1: Pre-launch intrigue
We knew the best way to engage our audience was to challenge them. To appeal to their inner geek.
The first phase of the campaign was thus intended to tease and intrigue genuine LEGO and Stranger Things fans about the new set. The clues started out subtle, with no direct mention of the show. Along the way, the hints became less ambiguous to include the show’s more casual fans. By product launch, everyone had figured it out.