Released to promote the latest Star Wars flick, the out-of-home campaign engages pedestrians by permitting them the experience of a Jedi using gesture technology

Solo: A Star Wars Story released on May 25, and LEGO is taking advantage of the accompanying excitement with a new out-of-home digital campaign that uses gesture sensor technology to interact with potential customers, letting them use the force.

Shoppers at Bluewater and Newcastle Metro Centre in England will pass by an interactive screen that invites them to build LEGO spaceships by using gesture technology, waving their hands to interact with the screen. The faster the user builds the ship, the higher their score goes.

This is a clever and engaging campaign that allows users to feel as if they’re mastering the force while creating buzz for LEGO products as well as the new film. Once they finish playing, the users are invited to take a picture with the ship’s crew, which further promotes the products by integrating social media. The campaign will run over the course of the next week.

LEGO

Solo: A Star Wars Story released on May 25, and LEGO is taking advantage of the accompanying excitement with a new out-of-home digital campaign that uses gesture sensor technology to interact with potential customers, letting them use the force.

Shoppers at Bluewater and Newcastle Metro Centre in England will pass by an interactive screen that invites them to build LEGO spaceships by using gesture technology, waving their hands to interact with the screen. The faster the user builds the ship, the higher their score goes.