LEGO CL!CK

Fantastic video by Lego to promote their new campaign, LEGO Cl!CK.

I love the element of wonder that the video instills – the “light bulb” inventions are very Willy Wonka-esque, as is and the idea that you can create anything with imagination.  Also loving that fancy moustache ;)

Kudos to LEGO, as “CL!CK: A Short Lego Film” has had over 853,000 views on YouTube in the month it's been up.  

Pretty disappointed in the site, however, which seems too deplete the magic I felt when watching the video. 

The campaign idea, that “great ideas just CL!CK” is nice, but the way they’ve adapted that online falls flat for me…

First of all - and I know it’s a relatively new campaign and it can take a while to build up participants – but the lack of content is all too apparent.  The photos section, for example, is empty.  The other sections, posts, tweets, videos, are also lacking…

The third post on the page welcomes "inventors, explorers, tinkerers, artists and idea people of all ages" to share what makes them CL!CK, encouraging them to tweet using #legoclick and tag their photos on Flickr with legoclick.  

I’m not sure why they’ve chosen Twitter and Flickr as the main focus here, especially since the site seems to target kids and parents (the site feels very childish).  Are children on Twitter? I haven’t come across a campaign that’s targeted that demo in this space.  There’s also an iPhone app instructing you to, “capture your child’s [or hampster’s] moments of brilliance in LEGO bricks”.   Again, can’t see why parents would engage with that either… 

I’d rather see people represent their ideas in eccentric LEGO sculptures, or even have a competition for the most CL!CKABLE LEGO idea, which LEGO then funds and follows.  OR have a much bigger library of "CL!CKABLE" ideas from all over the world to inspire new entires.

Finally, more Twitter incorporation.  You’re asked to login with your Twitter name (or as a guest) to navigate the site with a LEGO spaceman, which is fun, but again, I’m not sure what the significance is of flying around with my Twitter name…

Basically, love the video, don’t love the online experience… seems far too disjointed.  When a campaign begins with a great story like CL!CK, it’s a shame not to continue it with a rich experience online.