Create excitement for LEGO Star Wars around the premiere of Star Wars Episode 1 in 3D.
We also brought LEGO to a new dimension: By turning LEGO into music – with a gigantic street organ consisting of 20,000 LEGO Star Wars bricks. These were arranged in such a way that they played the Star Wars theme tune when the crank was turned – while at the same time showcasing the sets we wanted to promote, integrated into four fascinating Star Wars worlds (Hoth, Tatooine, Endor and the Death Star).
Around the time of the premiere, the organ was displayed in cinemas and at special events all over Germany. Fans could play it themselves and order the sets built on the organ via a QR-Code and a microsite.
Wouldn’t have been half as good if it wasn’t using actual Star Wars bricks, creating 4 different themed worlds makes it interesting as it turns too so they’re not just looking at the same thing going round and round, while also being a great product display!