Finding Kevin

Wasserman & Ogilvy

Client: LEGO Retail

The LEGO Ideas platform allows fans to submit designs that are then considered to be made into a real LEGO set. One of those designs was a LEGO version of the Home Alone house from the popular 1980s movie. The product was selected for an enhanced marketing campaign, specifically to recruit a low-mid affinity LEGO family audience

and drive traffic to retail. Focusing on family themes within the Home Alone movie and the global pandemic restrictions forced on families during the 2021 holiday period, the LEGO Retail campaign centered around bringing people HOME TOGETHER this holiday season – through finding Kevin McCallister! Bringing this to life LEGO Retail commissioned research that discovered the name Kevin had dropped in popularity worldwide since the original Home Alone movie launched. To get the name trending again, LEGO hid life-size Kevin mini figures in major global cities near retail stores, as well as in an engaging AR digital game and on, for fans to find Kevin and get him home for Christmas. Once people found Kevin, they were directed to the competition page, where they could enter to win the LEGO set and a $1,000 LEGO voucher. The activation captured Home Alone fans’ imagination and gained over 2,500 earned media articles globally with a 12BN reach, with 38% of articles including a hyperlink to – driving an increase in visits of over 300%. Over 87,500 people found Kevin, with over 54,000 entering the competition. The set sold out, exceeding the sales plan by +18%.