The force is strong with LEGO’s brand experience


Waiting at a bus stop isn’t usually an experience to reminisce about.

However, people lucky enough to pass the time at two special bus stops in Berlin could certainly now tell you a tale.


Star Wars is back in a big way, and with it comes a whole swathe of merchandise. LEGO, having recently launched a new toy range to mark the return of the mega-franchise, recently took over two bus stops in the bustling German city to spread the word.

The toy brand unveiled specially-designed billboards that incorporated instant Instagram photo printers at each of the stops. Famous characters from the ‘dark side’ appeared on eye-catching posters at Heckescher Markt, while a second was located at Alexander Platz and featured the film’s heroes.


Posing the question ‘which side would you choose’? LEGO placed both bus stops within walking distance of one another to create high engagement from fans as they decided where their loyalties lay. Selfies were the glue that held the activation together, with fans encouraged to take a snap with their favourite characters and post to Instagram using either #aufderdunknseite (on the dark side) or #aufderhellenseite (on the light side).

In return for promoting the brand via their personal Instagram feeds, fans were rewarded with an instant print-out of their snap.

Which side would you be on? See all of the action for yourself:

The Star Wars fan base is known for its passion, and this activation allowed fans to channel their enthusiasm towards LEGO’s new range in a simple but effective way by embracing the huge popularity of Instagram.

Much like Sprite’s recent collaboration with Snapchat, brand experiences are at their very best when they focus on making engagement easy and fun. 

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Author bio


With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.