LEGO DIGITAL BOX Augmented Reality Kiosk

Challenge

Purchase decisions at the point of sale are mostly driven by the excitement of customers about a product. This certainly applies to the toy market. Ideally, customers want to hold the product in their hands and look at it closely from all angles. To meet these customer requirements, LEGO used Augmented Reality at the point of sale to show the customer product features and to stimulate customers' emotions towards the product.

Solution

Based on the metaio's PC SDK, a customized Augmented Reality application was developed for the DIGITAL BOX. The application relies on 2D image tracking approach to recognize the different LEGO boxes and visualizes the 3D animations to the corresponding LEGO model. In addition, sound effects are used to support the Augmented Reality experience.

The application was prepared so that content updates can be performed easily without having to install a new version of the software. Furthermore, statistical evaluation has shown a positive impact on the consumer experience and other targets of LEGO in regards to the DIGITAL BOX.

Conclusion

Children can now hold LEGO packaging up to the DIGITAL BOX and watch a 3D animation of the product, from any angle and in every detail - all in their hands. The technology not only creates a fascinating technical experience, but also gives retailers a unique selling pitch while helping to inform interested customers.

"The DIGITAL BOX helps consumers get a better impression of our products," says Torben Nielsen, Director of 3D technology from LEGO Group's Digital Development Department, and adds: "We've had very positive feedback from our stores and customers. Thanks to metaio's technology, we can excite and inform our customers on a new level."