LEGO Friends BFF Book

Making best friends with a whole new audience

To introduce LEGO to a new generation of girls, we created a digital scrapbooking and social experience that lived at Nick.com.

Instead of relying on traditional banner advertising to promote the LEGO Friends play theme, we created an entire site experience targeting girls where they already spent time: on Nick.com. Utilizing both existing and custom content, girls could interact with the characters, play games, view videos, create wishlists, and ultimately fall in love with the LEGO Friends.

The success of the experience led to creating a second, linked experience for the LEGO Elves play theme.

AWARDS

• Web Marketing Association WebAward - Best Game Site
• Web Marketing Association WebAward - Best Toy and Hobby Website