Taking advantage of the launch of Star Wars Episode I in 3-D in Germany, Lego built a giant music barrel out of 20,000 Lego pieces carefully arranged to perform the saga’s main theme.
Apart from the effort, it’s great to see the attention to details and how they turned a geeky experiment into a great retail and PR opportunity.
The machine was installed at major movie theaters where the movie was about to be screened, capturing the eager fans, big and small.
Four different Lego sets were featured and a QR code would take the interested participants to their mobile store where they could purchase directly.
Finally the barrel could also be played remotely via an online site.
Lego Builders of Sound got a Gold Promo and Activation Lion among many others.