Lego builds online playground with Google

By By Amy Kellow | 27 June 2012

Lego and Google Chrome have launched an interactive, online playground called 'Build' that invites fans to explore and build 3D Lego constructions anywhere in Australia or New Zealand.

The new digital venture reimagines Google Maps and allows users to pick a plot of land, build any creation, publish it and then share with their friends via social networking or email. The 3D blocks have been designed to mimic actual Lego blocks in the hope of recreating a real-life building experience for users.

Build has been deemed "The largest Lego set the world has ever seen" by the brands, and aims to celebrate Lego's 50th anniversary 'Festival Of Play' campaign, while promoting Google Chrome as a user-friendly browser.

M&C Saatchi's direct and digital business, Mark, is the agency behind the campaign, working with Swedish digital agency North Kingdom to produce the online experience. It is hosted across, and utilises Chrome's 3D rendering technology WebGL to showcase multiple landscape vantage points.

Build will be supported by print and digital display advertising, in addition to YouTube pre-rolls demonstrating the experience.

Mark creative director Hamish Stewart, said: “Build has been a unique collaboration  between the agency and Google. Our ambition was to develop an idea that lives online and demonstrates the creative possibilities of the Chrome browser."

"Working with Lego and North Kingdom has been a real privilege. We're expecting this project will appeal to people of all ages."

Google Australia and New Zealand head of marketing, Lucinda Barlow added: "We're launching Build first down under and hope to open in other countries soon. Australia is the home of Google Maps and a great place to test new innovation. Ideas like this push the web forward and make it a richer place."

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