Editor’s note: This is one of many case studies that will presented at INMA’s Digital Ideas Day, March 14, at Google’s London office. To register or get more information, click here. Share one idea, leave with 20!

Engaging products, good timing, and well-planned utilisation of the medium was the successful formula the toy building blocks manufacturer LEGO found in associating with Dagbladet in the spring of 2013.

The campaign was run only on mobile and tablet, and was a pure competition with three questions inviting the participant to enter to win LEGO products valued US$1,600. The questions concerned famous LEGO characters, and the banner formats used finger-swipe technology to engage with its audience.

The response was phenomenal and ground-breaking both for the advertiser and Dagbladet, with an average generation of new participants every three minutes for three weeks. Nearly 500,000 swiped through the ad, with 193,000 people competing, each spending an average of two minutes engaged with the competition.

LEGO provided a design brief for Dagbladet that asked the media company to develop a seasonal activity around the Easter holidays that would engage the whole family. Instead of using standard banners, the desire was to involve the user to a greater degree than in previous campaigns.

The goal was not purely sales, but to build an interaction with LEGO throughout the nation.

During the campaign period, Dagbladet tracked all movement in the banners, not just pure clicks. The information on user habits was very revealing.

Dagbladet learned how many swiped the banners, how many started clicking without registering to compete, which days generated the highest attention, and what differences arose between a mobile and a tablet user. 

For further information, Fredrik Pettersson, rich media specialist at Dagbladet, can be reached at fpe@dagbladet.no.