Lego Backs Lego Dots Line With Snapchat AR Lens

Lego is looking to do some building of its own, hoping to boost awareness of its recently release Lego Dots product line with a Snapchat augmented reality lens.

The lens enables Snapchatters to select from a variety of Lego Dots styles to decorate frames around their faces.

Lego/Snapchat

Lego is also running video ads on Snapchat, including six-second non-skip commercials, which incorporate the ability for users to swipe up and access the lens.

Lego/Snapchat

Snap Inc. director of U.S. creative strategy Kaitlin McGirl said, “The campaign is showing a high level of relevance as parents look to entertain their families at home more than ever right now. We’re seeing a very high engagement time with the lens due its interactive, creative and customizable selfie-experience. The commercials are also having a hyper-efficient cost per view from Snapchatters who have played with the lens. It’s great to see this level of engagement, especially from the parents on our platform.”

Lego/Snapchat

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