On launch day, @LEGO_Group shared the full version of the video using Promoted Trend Spotlight in the UK, taking over the Explore tab for a full 24 hours. Coupled with Promoted Trend + First View in 10 EU markets, LEGO brand maximized reach and interest at launch, and during the campaign even included a custom branded emoji whenever its hashtag was Tweeted, immediately making the brand part of the conversation.
To reinforce its message in the US, LEGO brand aligned with Twitter's sponsorship program to run pre-roll ads against premium highlights of professional football games. With this strategy, they aimed to inspire people at a moment of heightened passion and receptivity.
The campaign also featured creators showcasing their LEGO bricks creations in order to inspire the next generation of problem-solvers.