BUILD WITH CHROME
GOOGLE CHROME
Google wanted to create an online experience that showed off Chrome’s rich graphic capabilities. We spotted a great opportunity to leverage their partnership with Lego by bringing the world famous bricks online for the first time. Merely replicating the Lego experience wasn’t going to be enough. We needed to create something that felt inextricably linked to Google’s online ecosystem to make it feel like a true collaboration. We saw Google Maps as the perfect platform for Lego integration, and devised an experience where you could claim a spot anywhere in the world, build something on it, and have it be discoverable by everyone. Build With Chrome was born, and it unleashed the inner child of the internet while letting people experience just how powerful Chrome really is.
Campaign Video
from map to build
Some of the builds from around the world
Results
500,000 visitors in the first 48 hours, spending over 4 years total build time
Over one million visitors in the first three weeks, completing 66,000 builds
4th most awarded digital advertising campaign in the world for 2013 (Gunn Report)
AWARDS
D&AD – Finalist (Campaign Sites)
CANNES LIONS – Finalist (Cyber: Commercial Public Services)
CANNES LIONS – Finalist (Cyber: User Experience)
ONE SHOW – Gold (Websites / Services)
ONE SHOW – Silver (Integrated Branding Campaign)
ONE SHOW – Merit (Websites / Branded Games)
ONE SHOW – Merit (User Experience Design / Interaction Design)
CLIO – Silver (Digital/Mobile: Microsite/Website)
CLIO – Bronze (Digital Technique: User Experience)
WEBBY AWARDS – People’s Choice (Interactive Advertising: Best Use of Online Media)
WEBBY AWARDS – Nominee (Websites: Best Visual Design – Function)
WEBBY AWARDS – Nominee (Interactive Advertising & Media: Online Campaigns)
JOHN CAPLES INTERNATIONAL AWARDS – Gold (Campaign Microsite)
JOHN CAPLES INTERNATIONAL AWARDS – Silver (Interactive Campaign)
JOHN CAPLES INTERNATIONAL AWARDS – Finalist (Creative use of Technology)
ADMA – David Ogilvy Pinnacle Award
ADMA – Gold (Direct Response Digital)
ADMA – Gold (Art Direction)
ADMA – Silver (Creative use of Technology)
ADMA – Silver (Apps & New Development)
ADMA – Bronze (Website/Microsite)
B&T MAGAZINE – Best Digital Campaign of 2012
AD NEWS – Best Digital Campaign of 2012
AWARD – Silver (Digital Direct Response)
AWARD – Silver (Website)
AWARD – Silver (Apps)
AWARD – Bronze (Best Use of Media)
CSS AWARDS – Site of the Day
FWA – Site of the Day
IAB CREATIVE SHOWCASE - Winner
PRESS
“Lego Build With Chrome wins the internet”
“Google Chrome Launches Virtual LEGO Land”
“What An Entire Planet Made Out Of Lego Buildings Would Look Like”
“Now you can play with VIRTUAL Lego: Google partners with brand to let people build with iconic bricks online”
“Google Chrome Releases Virtual LEGO Land”
“Stop what you’re doing right now and go waste some time building virtual cities.”
“LEGO and Google: Build With Chrome”
“Bored? Build something with virtual Lego right onto a UK Google Map”
“Google, Lego bring bricks to the Web with Build With Chrome”
THE DAILY TELEGRAPH (AUSTRALIA)
“Google and Lego join forces to create Build allowing users to build 3D Lego creations on a Google Map”
“Now You Can Use Your Browser To Build Anything You Want Out Of Lego Bricks”
“Google packs Lego bricks into the browser”
“Build with Chrome: Google lets us rebuild the world with Lego”
“Google lets you build with Lego on your desktop”
“Lego and Google join forces to bring the much-loved construction toy to your browser.”
“Build anything you want with Legos, in Chrome”
“Google now lets you play with Lego in your browser anywhere in the world”
“Google, LEGO partner for virtual brick building with Build With Chrome”
“Build Legos in Chrome with Google Build”
“The Kid in You Can Now Play With Legos From a Browser”
“Play With Legos at Your Desk in Chrome”
“Google Lets You Play With Legos in Your Browser”
“Google Chrome Now Lets You Play With LEGO In The Browser”
“'Build with Chrome' app brings out the Lego-loving kid in all of us”
“You Can Now Build Virtual Lego in Chrome”
“Google & Lego team up to build a virtual brick-building playground”
“Google and LEGO team up for new Chrome experiment that lets you build anything in your browser”
“Build Virtual LEGO Kingdoms With Chrome”
“Build with Chrome lets you build your imagination, one lego brick at a time”