LEGO CL!CK is a place on the Internet devoted to creativity, innovation, and the moment when ideas just CL!CK. Think of that little bolt of excitement that hits when the solution to a problem suddenly becomes clear. That’s a CLICK moment in action. LEGO launched a programme to celebrate and foster these moments.

LEGO CL!CK continues to motivate people to recognise, embrace, share and yes, chase, those unpredictable but powerful light bulb moments in life when things just CL!CK.

LEGO Photo was the #4 free app in the US, #2 in the UK and #1 in Japan. For January, it attracted over 2 million unique downloads, and ranked as the 32nd most downloaded application in the US.The LEGO Idea Factory blog received thousands of fan submitted ideas and the average visit was 3 minutes 47 seconds.The short film Cl!ck was requested and shown at TED 2010 and SXSW. It was viewed more than 1.8 million times within the first 2 weeks alone and continues to climb.Lego sales are up 32%.

The campaign consists of a short film, iPhone application, online community and supported by online advertising, wild postings and public relations.The short film reveals the story of a fictional inventor’s journey to the joy of his CLICK moment, inspired by millions of true stories of children who have realised a big idea using imagination, persverance and sometimes even LEGO bricks. LEGO Photo is LEGO first official iPhone application available for free at the iTunes App Store. It works with the iPhone and saved imaes on an iPod touch letting consumers immortalize their favorite images in LEGO form. The hub of the programme, www.LEGOCLICK.com, is a virtual canvas of ideas, inspired moments, quirky stories, solutions and tips from fans designed to celebrate and inspire CLICK moments of all types. Integrated PR efforts included the creation of the LEGO Click Awards for kids and included an interactive build of a 6-foot tall LEGO light bulb at the Smithsonian Museum.