LEGO x Harry Potter Augmented Reality Magic
We pitched for and won one of the biggest European and North American LEGO product launch activations of the year: LEGO Harry Potter Diagon Alley. The client wanted a digital-first launch which made sense given the fact it was in 2020, when the pandemic saw fewer people on the high street than ever before.
Idea
In the first Harry Potter movie, the magical alternate universe of Diagon Alley was accessed through a brick wall. So we created an AR experience that let users see LEGO Diagon Alley through a brick wall.
How does it work?
Users built a QR code from LEGO bricks with instructions supplied online and on social media (see images below). The four colourways represented the four Houses of Hogwarts. Then they simply used their phone camera to scan it and open up Diagon Alley where they stood. There were no app downloads - the experience was delivered via webapp on the 8th Wall platform.
Results
LEGO Harry Potter Diagon Alley became the 6th most-sold item a week after the AR experience went live.
The item page on the LEGO website saw an increase of 17% new visitors. Most LEGO campaigns see a 10% increment. It therefore performed 70% better than average. Chuffed!
The AR experience had 35k views/interactions in the first 48 hours.
