Best Consumer Goods Online Ad, Best Entertainment Online Ad

In June 2022, LEGO® hosted its second annual LEGOCON event live on YouTube, featuring celebrity guests, new announcements, and product reveals. After that, LEGO® wanted to keep up the momentum, as well as make it possible for families to get their hands on the latest LEGO® products. The goal: Create an ad campaign that drove desire and sales by combining exciting LEGOCON content with messaging that highlighted the hottest products showcased at the event.

This LEGOCON campaign was the perfect fit for Infillion’s brand new ShopX technology, a shoppable advertising solution that allows users to add items directly to their shopping carts at e-commerce retailers like Target and Walmart, as well as LEGO.com.

This campaign, which was Infillion’s first-ever ShopX campaign, launched in July 2022 and ran alongside streaming content on desktop, mobile, and connected TV. Viewers could opt to interact with the ad for a minimum of 30 seconds in order to eliminate commercial breaks for the rest of the episode. On desktop and mobile devices, they could directly add items to their shopping carts from the ad; on connected TV, they could use a mobile phone to snap a picture of a QR code. They were also treated to a LEGOCON trailer and were invited to watch the full event on YouTube.

Bringing interactivity to the magical world of LEGO® was a hit. With a 3% CTR, the ad considerably surpassed industry benchmarks, and the average of 51 seconds spent interacting was nearly double the time required.

Contributors:

INFILLION

Location: United States