To promote the brand new LEGO® Hidden Side theme, LEGO asked Engaged to create an attention-grabbing and activating e-commerce campaign, which could be implemented on different retailer sites. This resulted in 'The Hidden Site', a ghost hunt including a scary and striking retail take-over.
As more and more parents nowadays buy their kid's toys online,
we needed a way to grab their attention, and introduced them to
the new LEGO Hidden Side products in a way they won't forget right away.
Our answer: a digital ghost hunt.
Got them? Great! People who were able to catch one of the ghosts hidden somewhere on the retailer's webshop, unlocked the Hidden Site; a contest page where they could enter a competition for a chance to win new LEGO sets.
Visitors clicking on one of our ghosts were immediately added to our retargeting database, serving them with more attention grabbing social video ads, product explaining carrousel ads and sales driving promo ads. So, we created a complete activation journey from earning attention to landing an actual sale.
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