When kids build something new with LEGO bricks, they experience the joy of creation. LEGO Systems wanted to celebrate this moment when a pile of bricks becomes something more to remind kids and adults alike that these “a-ha” or “CL!CK” moments build the confidence necessary to make big ideas come to life.
Building with LEGO bricks is fun and exciting – and what better way is there to convince adults than to celebrate the moment when everything goes CL!CK? The creative, inspiring CL!CK program engineered by Flashpoint PR encourages grownups to remember the joy of CL!CK moments – and expand their beliefs about what can be done with LEGO bricks.
The multi-dimensional program sparked conversations and engaged consumers in the virtual and real worlds, linking creative play and imagination with the LEGO brand. First up, we executive produced a delightful short film about CL!CK moments. An instant hit that ignited massive online chatter, the aptly titled “CL!CK” was viewed nearly two million times in the first two weeks alone – and screened at the prestigious TED conference.
To build credibility, we partnered with the well-respected Smithsonian Institution to create the world’s largest LEGO lightbulb, the universal symbol of a big idea. The event drove 38,780 visitors to the museum over two days and generated 1,200 entries for the LEGO Cl!CK awards. It also garnered 302 broadcast hits, a half-page color photo and feature in The Washington Post, and front page features in TIME for Kids and National Geographic for Kids.
Finally, Flashpoint conceptualized and helped developed a wildly popular iPhone app (LEGO Photo) that lets consumers see what anything or anyone looks like made out of LEGO bricks. At launch, the iPhone app was the fourth most popular free iPhone app in the U.S., while it nabbed the number two spot in the U.K. and the top one in Japan. To date, it’s been downloaded more than 3.5 million times.
Now an ongoing initiative, the CL!CK program continues to tell a compelling story about the LEGO brand.