HOTEL OF GLOOM​

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In order to launch the new playtheme Hidden Side, The LEGO Group knew that it needed to get in front of older boys with content from trusted voices.  The brand created an immersive film set in a haunted hotel and invited select LEGO Influencers to spend the night and work in teams to help turn the hotel back to normal, one ghost at a time, while capturing video content for their YouTube channels.

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Part immersive theater, part film set, within 24 hours the content had been viewed over 2M times and within two weeks they had generated over 6.8 Million views and most importantly, generated tremendous excitement for the new product launch.