Lego Backs Lego Dots Line With Snapchat AR Lens

Users can decorate frames around their faces with different styles

Lego is also running video ads on Snapchat, including six-second non-skip commercials Lego/Snapchat
Headshot of David Cohen

Lego is looking to do some building of its own, hoping to boost awareness of its recently release Lego Dots product line with a Snapchat augmented reality lens.

The lens enables Snapchatters to select from a variety of Lego Dots styles to decorate frames around their faces.

Lego/Snapchat

Lego is also running video ads on Snapchat, including six-second non-skip commercials, which incorporate the ability for users to swipe up and access the lens.

Lego/Snapchat

Snap Inc. director of U.S. creative strategy Kaitlin McGirl said, “The campaign is showing a high level of relevance as parents look to entertain their families at home more than ever right now. We’re seeing a very high engagement time with the lens due its interactive, creative and customizable selfie-experience. The commercials are also having a hyper-efficient cost per view from Snapchatters who have played with the lens. It’s great to see this level of engagement, especially from the parents on our platform.”

Lego/Snapchat

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
{"taxonomy":"","sortby":"","label":"","shouldShow":""}