The brief was to promote LEGO Star Wars sets in cinemas for the release of ‘Star Wars 3D – Episode 1’. So we let LEGO play music – with a gigantic barrel organ made from LEGO Star Wars. On it, over 20,000 bricks were arranged so that they played the Star Wars main theme. Fans could play the organ in cinemas all over Germany and order the built sets via a QR code. Fans from around the world could also play the organ on a microsite. We achieved 60,000 contacts in cinemas, and articles in major international blogs. Five of the sets were among the best selling toys in Germany.
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