Lego

The Hidden Side Experience

To help generate buzz to launch LEGO's new Hidden Side Augmented Reality playset, Campfire created an immersive film set in a haunted hotel. Select LEGO Influencers spent the night and worked in teams to help turn the hotel back to normal, one ghost at a time, while capturing video content for their YouTube channels.

Part immersive theater, part film set, within two weeks of launch the videos in total generated over 6.8 Million views and most importantly, generated tremendous excitement for the new product launch.  

The Videos:

“LEGO Hidden Side HOTEL of GLOOM ► Choose a Path if you DARE! 👻”
REBRICKULOUS

“SPENDING 24 HOURS IN A LEGO HIDDEN SIDE HAUNTED HOTEL...”
Unspeakable

“ESCAPING HAUNTED HOUSE CHALLENGE! (LEGO HIDDEN SIDE)”
Stove's Kitchen

“Surviving Scary LEGO Graveyard Hotel! *LEGO HIDDEN SIDE CHALLENGE*”
Dangie Bros

“Unspeakable and I Went to a Haunted House! (LEGO Hidden Side) - Challenge”
Brianna

“HIDE AND SEEK IN A LEGO HIDDEN SIDE HAUNTED HOTEL...”
Moose

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