Posters, adshels and bilboards around major cities in the UK to create awareness and guide them to the LEGO website through a QR code where they can watch the viral video and buy products. Consumers from the different generations will instantly recognise their respective image e.g. the elderly will remember Yellow Submarine and youngsters will know Gangnam Style.

Similar to the poster but also brings the LEGO brick dance to life through Augmented Reality technology.
 

—Gets the consumers involved by asking them to remix the viral and/or make their own versions for other songs. The Incentive to get involved is be in with a chance to win Lego prizes. It will create a large amount of buzz and brand awareness.

An Augmented Reality postcard that brings the LEGO brick when lookd at through a mobile or webcam. Also has an option to watch the viral through QR code and takes you to the LEGO website. Each postcard has 20% off to spend in-store or online, to increase sales.