Lego has delivered several apps and products that give their play sets an augmented reality dimension. Just in time for National Lego Day on Tuesday, the Disney subsidiary, with the support of the creative agency Trigger and 8th Wall, needed a reality TV show from Fox to enable brick and mortar fans to build with brick in augmented reality. released a web-based augmented reality experience to draw attention to its series Lego Masters . The show with Lego Batman himself, Will Arnett, who acts as the moderator, will be premiered on February 5.
The experience available in the Lego Masters Builder gives users the unbridled joy of stacking virtual blocks in their personal space. Users can select which color and which personalizing features (eyes and mouths) the blocks should change when creating their creations, and then move their smartphone to position the blocks on the field.
Once the build is complete, users can click the green check mark to remove the base plate and use the photo button to capture and share their miniature masterpieces. There is also an undo button to remove the last placed brick and a delete button to scrap everything and start over. The experience includes buttons to reposition the virtual sculptures, but also supports multi-touch gestures to resize and rotate.
In the interest of performance, repetition value, and further promotion of the show, the experience also includes a weekly challenge. This week's competition is the best duck design. (My experiment serves as the cover photo for this story.) Participants who share their creations on social media with the hashtag #MasterBuilder can win prizes or have their work published on Lego Masters' official social accounts.
If that weren't enough, Fox also released a Spark AR camera effect for Facebook called Mosaic Maker, which breaks down the user's camera view into Lego-shaped pixels. Pablo Picasso would be proud.
Lego's own augmented reality experiences, namely the Hidden Side product line, the AR Studio app and the Playgrounds app, add AR content to the purchased play sets instead of a virtual one Enable brick stacking mode, so Fox's advertising experience breaks new ground.
However, the novelty of the Lego Masters Builder is offset by the user interface, since moving the phone to position bricks was a bit cumbersome in my experience.
Despite agency status as a preferred trigger, developer of the Spark AR platforms from Snapchat Lens Studio and Facebook and an early user of Magic Leap, is a frequent partner of 8th Wall, though it's about web-based AR advertising.
The two previously worked on campaigns for Spider-Man: In the Spider Verses and Jumani: The Next Level for Sony Pictures and Miller Lite on St. Patrick's Day for MillerCoors.
Based on his work with Trigger, along with high profile campaigns with Sony Records and Toyota, 8th Wall has started to seriously question the dominance of Snapchat and Facebook in the AR advertising game.
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