Fill the Gap campaign for LEGO Architeture
Brand awareness
Social media and UGC
LEGO Architecture asked fans on Facebook and Instagram to share their own buildings “filling the gap” in the real world, using #FillTheGap and #LEGOArchitecure hashtags. Using forced perspective, these LEGO architects reimagined cityscapes around the world with their tiny additions.
winners were announced in three different contests, .
See examples o the campaign here:
http://www.visualnews.com/2015/06/23/brandcrush-3-ways-lego-architecture-is-building-a-massive-following/