LEGO created the Happy Holiplay platform for users to upload photos of their LEGO figures in festive situations.

LEGO needed to find a way to make people play with the brand in a different way than they were used to. It had to be social, easy to understand, appeal to the family, fun and engaging. The challenge was to create brand awareness and an emotional connection between the LEGO brand and key family moments during December without promoting specific products or season presents.

The Happy Holiplay website featured five videos with instructions on how to build reindeer antlers, a Santa face, snowmen, Christmas trees, and elves. Kids were then encouraged via 'Missions' to take photos of their creation superimposed onto the real world - which they called Brickmented Reality - and upload them to the site for a chance to win LEGO prizes.

LEGO's Happy Holiplay is a decent mix of strategy, creative and cultural insight.Overlaying objects in front of photos is a time-honoured tradition,and one in which Lego's creation fits perfectly. The use of tech is simple,unobtrusive and taps into existing behaviour meanwhile, and brings parents into proceedings too - smart as they're the ones ultimately buying the product. People from 119 countries submitted photos.There were 150,00 views of the site and PR coverage around the world,along with 'thousands' of Likes, shares and comments on the brand's Facebook page.