An immersive film set for YouTube Influencers to promote LEGO’s Hidden Side

CLIENT: LEGO

PRODUCTION COMPANY: The Mill

DIRECTOR: Campfire

Brief

The Mill’s Campfire team was engaged by LEGO to help generate buzz and excitement for the launch of Hidden Side - its first foray into the world of augmented reality.

Approach

We invited five influencers to ride our ghost train and experience LEGO’s “Hotel of Gloom” at California’s Glen Tavern Inn - one of America’s most notoriously haunted hotels. Part immersive theater, part film set, influencers had to work in teams to combat ghosts one by one, to “de-gloom” the hotel. We utilized Mill Mascot technology to bring to life the main character Jack so attendees could interact with him in real-time and share the amazing experience with their millions of followers. 

Impact

A total of five YouTube influencers were invited, in addition to LEGO’s own YouTube content team Rebrickulous. The resulting 6 videos garnered over 12 million views and helped make LEGO’s launch of Hidden Side a wild success.