Build It!

The LEGO Company

Build the city to save the day

Genre: Puzzle
Released: 2009

This fun puzzle game challenges the player to fill their garage with LEGO vehicles and buildings.

To coincide with the release of various new LEGO CITY products, 4T2 produced the advergame 'Build It!'. This original concept incorporates just about every LEGO CITY product and building you can imagine. Designed as an interactive puzzle, the objective is to complete your garage by locating and utilising all of the models in the product range. With direct links to the product pages, video advertisement and 'My LEGO Network' integration, this game broke new grounds. A test launch of the campaign in the Netherlands revealed an average play time of nearly 20 minutes, a new record for 4T2.

LEGO System A/S
The game has only been live for 18 hours!

'Built It' is designed for the young player, giving them an exciting LEGO City experience, but at their own pace. It offers children the possibility to both experiment and challenge themselves, at exactly the same level as the physical products.

Pia Lobner Rasmussen
Internet Content Manager

Integration with My LEGO Network

The major difference between this campaign and our previous LEGO projects is the integration between the game and My LEGO Network. Used as an achievement system, it helps to completely immerse a child in the world of LEGO and encourages the child to complete the 'Build It' game in full, experiencing all that it has to offer.

Mike Hawkyard
Business Development Director

THE CHALLENGE

  • Key target audience aged 6
  • Promote the entire City range
  • Make the child feel like a hero

THE SOLUTION

  • Utilises nearly all key LEGO City models
  • Unique game play
  • My LEGO Network integration
  • Flying cows!

THE RESULTS

  • More than 4.5 million game plays in six months
  • Over 50% of players returning
  • 12.8 minutes average play time
  • Reached number 1 in the UK on ViralChart.com