MyToys.de is one of Germany’s largest online toy stores. It wanted to promote Lego, one of the company’s leading products and drive people online to the Lego section of the website.
MyToys.de created an interactive outdoor campaign that incorporated the playful elements of Lego. The campaign created three dimensional QR Codes using real Lego bricks. Passers by could take a picture of the QR code with their mobile phone which would be decoded into a message revealing a suggested imaginative constructions that could be built with the Lego bricks that made up the code. There was also a link to the MyToys.de site with an option to buy the corresponding brick set.
Some 49% of all online visitors to the Lego section of MyToys were achieved through the campaign, with the Lego brick boxes outselling the non-advertisers Lego by 100%.