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PRINCIPLE 3
USER FIRST DESIGN
LEGO Star Wars 

Secrets to Reveal
To reignite brand loyalty for LEGO Star Wars
and build excitement for the TV launch of
Yoda Chronicles, LEGO got to the core of
what made its consumers tick. By
understanding the important collaborative
nature of LEGO building between parents and
kids, combined with the power of the Star
Wars property, the brand created an epic and
contagiously shareable campaign for adults
and kids alike.


The campaign prompted participants to
discover what secrets Yoda had to reveal.
Through a series of in-store, digital and live
guessing experiences, Yoda ultimately
revealed his (and LEGO’s) biggest secret ever
– the largest LEGO creation ever, an X-Wing
fighter, was revealed in Times Square, leading
to #LEGOstarwarsNYC trending on Twitter.

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