Manifest Digital Human Experience Society

When LEGO was ready to launch a brand new intellectual property called LEGO ATLANTIS, they wanted to create a truly unique online experience.

Manifest had worked with LEGO on projects like this in the past. In fact, we’d helped LEGO put up dozens of mini-sites in the past few years.

This time, though, we had to come up with something epic. Which meant starting with a truly epic insight.

What we learned was that our site couldn’t settle for simply telling people about the game—it had to actually let them play it. By allowing users to literally experience elements of a board game, right in their browser, we could not only create greater brand awareness… we could create new players (and new customers).

So we infused the site with elements like a 37-page illustrated ATLANTIS story book and a 24-minute animated film. We created augmented reality views of the product. We designed 6 casual games. And we created a treasure collection game in which found items are redeemable through a LEGO proprietary social network.

So how did it work out? Well, since its 2010 release, ATLANTIS has remained the most highly visited play theme on LEGO.com, beating out Star Wars for the first time ever. In fact, since it was #1 for over 6 months, it wound up getting translated into over 20 languages.

And the LEGO SVP of Marketing has been quoted as saying: “This is the most impressive use of technology that LEGO has ever produced online, period.”

Launch site

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