Build For Real

LEGO® x Bugatti Chiron: The First-Ever Life-Size, Drivable Build
Global Campaign | Role: Social Media Strategy

💥 Engineering meets storytelling in a world-first activation.

This wasn't just a build—it was a bold statement. The creation of the first-ever life-size, drivable LEGO® Technic model of the Bugatti Chiron captivated audiences worldwide, blending technical prowess with imaginative storytelling.

My Role:
As the Social Media strategist, I orchestrated a digital narrative that turned this engineering feat into a viral sensation. By crafting a compelling content strategy and leveraging platform-specific storytelling, I ensured the campaign resonated across diverse audiences and platforms.

Campaign Objective:
To amplify the unveiling of the 1:1 scale LEGO® Bugatti Chiron, positioning it as a testament to innovation and creativity, while driving global engagement and media coverage through strategic social media storytelling.

Key Highlights:
▪️Strategic Teasers: Released behind-the-scenes glimpses and teaser content to build anticipation ahead of
the reveal.
▪️Platform-Specific Content: Developed tailored content for platforms like Instagram, YouTube, and
Facebook, maximizing reach and engagement.
▪️ Influencer Collaborations: Partnered with automotive and tech influencers to extend the campaign's
reach and authenticity.
▪️ Interactive Engagements: Launched interactive polls and Q&A sessions, fostering community
involvement and discussion.

Results:
💥 Global Media Coverage: Featured in major outlets including Top Gear, Wired, Highsnobiety, MotorTrend,
and Car Magazine, highlighting the campaign's widespread impact.
💥 Viral Social Media Presence: Achieved millions of views and shares across platforms, with the hero video
becoming a viral hit.
💥 Enhanced Brand Perception: Reinforced LEGO®'s image as a pioneer in innovation and creativity,
appealing to both traditional fans and new audiences.

Legacy:
This campaign set a new benchmark for experiential marketing and digital storytelling. The strategies and insights gained became foundational for subsequent high-profile campaigns, including the LEGO® Formula 1® initiatives, showcasing the enduring impact of a well-executed social media strategy.