When launching LEGO® Star Wars™ SMART Play™, we needed to show how imagination brings the technology to life.
So we created Call a J.E.D.I., tapping Mark Hamill as a “Junior Executive Director of Information” to answer fan questions about the new sets. For one day, fans could call a dedicated hotline to hear pre-recorded messages, or press #5 for a chance to connect with Mark live. Within the first 60 seconds, the hotline received over 1,500 calls.
The result turned product education into entertainment, showing how with LEGO SMART Play™, the galaxy truly plays back.
