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
biggest in the country.
The excitement around the LEGO brand
made it the obvious choice for a co-
It wasn’t the biggest campaign of the
zero*. We had to rely on organic shares,
and we refused to take the easy route. No
giveaways, no sweepstakes. Justan
* 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.
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
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.
Users could print their own building instructions, adownloadable
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.
The best pieces have been physically built by
LEGO Monobrand Store, and presented at the
Children’s Day exhibition.
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
We generated JunaioXML files on server side for the augmented reality view.
We developed the building instruction PDF generator fromscratch.
„Thanks guys! Great proof that the
best campaigns are not about prizes
Google launched its own LEGO
builder on 30 January 2014 - right