Web development
Entertainment
Gaming
B2C
Interactive LEGO BIONICLE contest
An interactive online contest created for LEGO BIONICLE and Nickelodeon Russia. The campaign turned TV viewing into a gamified digital experience where children collected virtual masks, completed daily challenges, answered quizzes, followed their progress, and competed for LEGO BIONICLE sets and a family trip to LEGOLAND.
The problem
Turning TV viewers into active participants
LEGO and Nickelodeon needed to extend the BIONICLE campaign beyond television and keep young viewers engaged over time. The challenge was to connect scheduled TV content with an online experience compelling enough to bring children back, reward participation, and guide them through a multi-stage contest.
The solution
TV-to-digital experience
The contest connected Nickelodeon broadcasts with online challenges, encouraging viewers to spot mask fragments on TV and continue the experience online.
Gamified progression
An interactive BIONICLE map visualized the participant's journey, collected masks, completed stages, and overall progress.
Interactive challenges
Quizzes, mask identification tasks, hints, and daily questions transformed campaign content into an active game experience.
Contest mechanics
Participants progressed from daily challenges to a creative final task, with LEGO BIONICLE sets and a family trip to LEGOLAND among the prizes.
User accounts
Registration and personal profiles allowed participants to save their progress, review answers, and access the creative competition.
Branded content hub
Dedicated sections brought together the BIONICLE story, characters, videos, contest rules, prizes, and winners in one campaign destination.
Results
3
Challenge types connecting TV viewing, online gameplay, and creative participation.
10
Daily questions leading participants toward the competition's grand prize.
50
Daily participants eligible to win LEGO BIONICLE sets.
Key features
Highlights
Interactive BIONICLE journey
A visual map transformed the campaign into a progression-based adventure where participants unlocked stages and collected masks.
Cross-media challenges
TV broadcasts and the website worked together: viewers discovered clues on Nickelodeon and used them to complete challenges online.
Multi-stage competition
Daily quizzes, mask challenges, progress tracking, and a final creative assignment created multiple reasons for participants to return throughout the campaign.
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