When LEGO decided to create a one-off range of streetwear for adults, they asked us to find an innovative way to launch it. Nothing says exclusive like a pop-up. So we created one that could literally pop up anywhere - because it lived in a Snapchat AR Lens. Traffic was driven to the store via a sponsored spot on the Lens carousel and 10 second Snapads. Once inside, visitors could interact with their surroundings, check out the products and of course tap through to purchase them. All in one seemless journey.
The work went live at the start of fashion week. We kicked off the campaign by creating a real-life pop-up in central London containing nothing but a giant Snapcode, then invited the public and press down, resulting in PR coverage across over 40 publications. In total, the activity sent over a quarter of a million shoppers through the store in under two weeks.