Client: LEGO NEXO Knights | Company: Our LEGO Agency
Monstrox returns with a stronger monster army and our five NEXO KNIGHTS heroes must combine their powers to defend Knighton.
Background
NEXO KNIGHTS follows the journey of five courageous knights wielding NEXO Powers to combat a formidable monster army. With the resurgence of Monstrox, Knighton faces a renewed threat, necessitating the knights to unite their powers for the ultimate defence.
Play experience
NEXO KNIGHTS is a new integrated play experience combining the physical brick with a digital game. The first year the product was launched it included QR code-based NEXO Powers that could be scanned and used in the game. Now 3 of these NEXO Powers can be combined into a more powerful Combo NEXO Power.
Brief
Our mission was clear: leverage the franchise website and the concept of “Combine Your Powers” to drive recruitment and sustained engagement within the refreshed NEXO KNIGHTS universe.
Approach
Solution
NEXO KNIGHTS website
Drive kids to the content that interests them.
I overhauled the site with the focus on using the front page as a signpost with a promotional area and a feed of editorial driven content. Quick links enabled kids to easily navigate to content categories like products, characters and videos that had been previously hidden on mobile devices. This played a big part in improving engagement and increasing page views. Influencing the LEGO.com teams' approach to the broader site.
Explore story chapters
12 story chapters were released throughout the year with a consistent page structure.
Each page consisted of Story, Product, Game, and Combo Missions so kids knew what to expect and were motivated to return to the site.
Combo Missions
To reward kids for engaging with the brand they were given a Combo NEXO Power on completion of each combo mission.
MERLOK 2.0 app game
One of the learnings from the previous year’s metrics was the lack of performance on the game detail page.
My hypothesis was that it was too text heavy. To combat this I created a custom game page that explained the game and story through a handful of images and twitch inspired game videos.
NEXO Powers
NEXO Powers are scannable shields that can be used in the App Game.
This page was created to inform and excite kids into using the NEXO Powers. It included a hype reel, interactive demos and a detailed catalogue of all NEXO Powers.
Content creation
LEGO franchises create a lot of content; TV series, illustrated key art, product photography and mini movies, TVCs, 3D renders and the game. Two favourites I worked on include:
Epic product animation
I came up with the idea to use the individual product animations in a way that they could be edited into one epic story.
+3MIL YouTube views
Battle Suit Fight Off
I wrote one of the hero movies “Battle Suit Fight Off”. It features two rival knights competing to improve their training.
+700K YouTube views
Extending existing assets
Proactive experimentation to extend the digital tool kit and content offering of the franchise.
Game videos
Gamers sharing what they were playing on Twitch and YouTube, inspired me to screen recorded game play and directed the creation of game videos reaching over +14MIL YouTube views
LEGO first 360° video
Without a specialised camera I created a 360° video by compositing and animating an existing key visual, putting the viewer in the middle of an epic battle scene. Offering an immersive viewing experience to the audience.
Results
The results spoke volumes of our collective efforts. Within the first month post-implementation, we witnessed an impressive 40% reduction in bounce rate, signifying heightened user engagement and interest retention. Notably, the website emerged as one of the most visited and interacted platforms on LEGO.com, boasting increased average page views per visit and extended user interaction durations.
Furthermore, our content initiatives yielded remarkable success, with our captivating videos achieving significant viewership milestones. Our innovative approach to content creation, including game videos and the LEGO First 360° Video, resonated with audiences, reaffirming the impact of our creative endeavours in captivating and inspiring LEGO enthusiasts worldwide.
This exceptional reception underscored the effectiveness of our strategy and the resonance of our content with the target audience, cementing LEGO Nexo Knights' position as a beacon of engagement and excitement within the LEGO universe.
