Creative Execution

The game was produced as a web app, designed promote the products featured in LEGO’s Christmas campaign. The game could be played on mobile, tablet and on LEGO partner channels online. The game is intuitive enough for beginning puzzlers but provides increasingly difficult challenges to keep older kids (and their parents) entertained. Additional features included unlockable comics developing the game’s narrative and passwords allowing players to pick up where they left off. Kids were able to play the last levels in store to keep the path to purchase short. LEGO WOW! is a fun way to countdown to Christmas.

The average time spent on the game has been over 2 minutes and 30 seconds, which is more than anticipated. 50% of the kids played all the levels. The sales went through the roof in Korea. With over 250% value growth this game has been a successful asset in the LEGO Christmas campaign.

In preparation for the holiday season, LEGO released a browser-based ‘brickbuster’, introducing its latest line of products in HTML5. LEGO WOW! is inspired by classic game types and takes shape as an exciting addition to the ever-popular tile-matching puzzle genre. With six new LEGO characters to choose from, players can start preparing their Christmas gift wish lists as they literally get down to the bottom of this 180-level Christmas adventure. LEGO WOW! features an array of traditional game mechanics that form a refreshing modern mashup. Using easy to understand, one-click controls, players knock bricks from a structure, allowing their character to wrap the present they’ll find at the bottom. Each level poses a new challenge in which players have to guide their character around a series of obstacles before running out of moves. By combining bricks of the same colour, players can set new highscores for others to beat.