1) The marketing goal was to raise awareness about discounts of up to 20% available at select stores for customers of T-Mobile Hungary's strong loyalty program. 2) The campaign goal was to communicate the 15% discount available at the biggest LEGO store in the country for T-Mobile customers. 3) With no media budget, the campaign relied on organic social media shares to promote an engaging experience - a virtual LEGO building app - rather than giveaways or sweepstakes.

1. BrickArt
Case Study

2. Marketinggoal
T-Mobile Hungary has been running a
strong loyalty program for years. Clients
loved collecting bonus points, but few of
them knew about discounts (5-20%)
available at selected stores. Our
marketinggoalwasraising
awarenessabouttheseoffers.

3. Campaigngoal
Communicatingthe15%discount
availableforT-Mobilecustomersinthe
ÁrkádLEGOMonobrandStore, the
biggest in the country.
The excitement around the LEGO brand
made it the obvious choice for a co-
branded campaign.

4. Experiencethat’sworthsharing
It wasn’t the biggest campaign of the
year: ourmediabudgetwasexactly
zero*. We had to rely on organic shares,
and we refused to take the easy route. No
giveaways, no sweepstakes. Justan
experiencethat’sworthsharing.
* There was no media budget allocated to this campaign.
We had minimal paid media exposure through promoted posts on T-Mobile Hungary Facebook page - a usual practice at the company.

5. BrickArtin8bulletpoints
With the T-Mobile Brick Art Facebook app users built virtual LEGO
buildings using 1*1*1bricksofdifferentcolorsona16*16field.
BrickArtworkedin3D. Rotating the field around three axes made
the game much more realistic and fun.
We provided a fully-fledgededitor with drafts and undo
functionality.
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6. BrickArtin8bulletpoints
We made the buildings shareable in the News Feed by generating
3Drenderthumbnails on server side.
We had an “art gallery” inside the app where visitors could vote
their favourites. There were no prizes to win, but fame and creative
pride were strong enough motivation.
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7. BrickArtin8bulletpoints
Users could print their own building instructions, adownloadable
PDFmimickingareal,step-by-stepLEGObuildinginstructions
manual.
We put an augmentedrealitymarker on the last page of the
manual. Reading the marker (using the free Junaio app on a
smartphone or tablet) made the building appear in 3D.
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8. The best pieces have been physically built by
LEGO Monobrand Store, and presented at the
Children’s Day exhibition.
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BrickArtin8bulletpoints

9. Technicalbackground
BrickArtisprobablyoneofthemostcomplexFacebookpromotionapp
evercreated.
3D engine: WebGL+threejs. Overlapping bricks and lighting were particularly challenging.
Backend: RubyonRailsésMySQL. Capable to serve several thousands of players in parallel.
Gallery thumbnails were rendered on server side using 500-600Mb of memory at each save
(technology: LGEO+L3P+Povray)
We generated JunaioXML files on server side for the augmented reality view.
We developed the building instruction PDF generator fromscratch.

10. Whatweareproudof
Clientfeedback
„Thanks guys! Great proof that the
best campaigns are not about prizes
but experience.”
Othersthinkit’sagoodidea,too
Google launched its own LEGO
builder on 30 January 2014 - right
after ours.