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LEGO interactive billboard

LEGO: Touchless Interactive Play Experience

Posted; April 9, 2021

Ocean Outdoor's technical creative team, Ocean Labs, used Ultraleap’s immersive technologies to meet the brief of LEGO’s Rebuild the World campaign. LEGO fans of all ages could virtually reach into a digital billboard at Four Dials, Westfield Stratford City, and move, rotate, and feel LEGO bricks to build models on screen. The interactivity was completely contactless, giving LEGO fans an entirely new way to play.

“We are thrilled to be the first company in the UK to use this new technology and create a unique way for families to showcase their creativity on such a grand scale.”
Marius Lang, Head of Marketing - LEGO Group UK and Ireland

The brief: Rebuild the World

LEGO’s first brand campaign for 30 years championed the power of children’s creativity by inviting them to Rebuild the World. For the 2020 campaign, Ocean Labs integrated Ultraleap’s touchless gesture control and “virtual touch” haptics with a premium digital out-of-home screen to create a completely new, multi-sensory way of playing with LEGO bricks.

Lego interactive haptic experience at Westfield Stratford

Immersive technology:

  • STRATOS Inspire haptic module
  • Ocean Outdoor premium curved full-motion screen, Four Dials, Westfield Stratford City, London, UK

Find out more about Ultraleap’s technology in digital out-of-home

A multisensory, contactless play experience

Children were able to create LEGO builds using intuitive hand gestures, and without touching any surfaces.

Circle and line haptic sensations were combined and animated to create a variety of tactile effects. The installation also included sound effects to match different sensations.

LEGO using Ultraleap haptics technology for an interactive experience on a persons hand

Haptic sensations:

  • Circle and line sensations: users could touch the stud on top of virtual LEGO bricks and feel the edges of the blocks
  • Different sensations for wheels of different sizes
  • “Crumbling” sensation when builds were broken down.
"Going into the holiday season, a time when kids won't be able to touch and feel toys in-store as usual, alternative experiences are being created."
- TrendHunter

The results

  • Live for one weekend in October 2020
  • Drove strong engagement with the LEGO brand with users engaging with the installation for long periods of time
  • Outstanding example of the “honeypot” effect in action. This is when passers-by are attracted by people engaging in an interactive experience.
  • Coverage in Campaign, Graphic Display World and TrendHunter
  • Winner: Best Creative Idea Over £250k in Insight & Innovation Category, Campaign Media Awards
  • Winner: Bronze in Outdoor Experience Category, Campaign Experience Awards
“It was really rewarding to see LEGO fans of all ages taking part, particularly a lot of fascinated kids and their families exploring this technology together for the very first time. Everyone involved was thrilled with the outcome.”
Melanie Blood, Senior Project Manager - Ocean Labs
Child interacting with Lego mid-air haptic experience

See how tracking and haptics work in digital out-of-home