How do you convince modern-day, tech-savvy kids to play with a toy that hasn’t changed in over 60 years?

GoBricks is a mobile application that helps children experience the best of two worlds by allowing them to imagine, build and play with their personalized LEGO Brick toys in a fully digital world, while rewarding them with product discount e-coupons for playing. The GoBricks app was promoted on online media and toy store web pages and after one month, more than 10,000 downloads were registered and more than 1,000 e-coupons had been redeemed, contributing to a 12% increase in sales. Besides being highly engaging and recreational, GoBricks took advantage of the widespread use of apps and technology to create a differentiated loyalty program and an excellent platform to increase the relevance and “digitalize” a long-lived product.

GoBricks is a mobile application that allows children to build and play with their personalized LEGO Brick toys in a fully digital world.

GoBricks was promoted on online media and toy store web pages.

The app works and interacts with users as follows:

1. Build your own LEGO toy

2. Place it over a white surface and take a picture

3. Choose your world (air, water or land) and play

For every 10,000 bricks collected a 10% discount e-coupon is awarded.

GoBricks, more than a game, a Loyalty Program.

After one month, more than 10,000 downloads of the application had been registered and more than 1,000 discount e-coupons had been redeemed, contributing to a 12% increase in sales for LEGO Bricks. The application became a highly engaging and recreational platform that rejuvenated and “digitalized” a long-lived product, while serving as a differentiated loyalty program among modern-day parents. More importantly, LEGO Bricks increased its relevance through one of the most commonly used media among kids: mobile devices.

Go Bricks, because kids imagination can make cows fly.