Lego and Intel Challenge Kids To Augmented Reality Race

Event at Lego World sees kids race AR Lego runner

Published on

Editor's Pick

Lego teamed up with Intel to bring an Augmented Reality experience to kids at Lego World 2013, in Copenhagen. Created by Welsh digital experience agency Make&See, "Shadow Runner" challenged kids to compete with a virtual Lego Man in a head to head sprint over 15 meters. The footage was augmented on big screens around the racing track. Every performance was recorded, replayed on a big screen and then emailed out, allowing the children to watch, and no doubt re-watch, their own race.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Apr 10, 2013
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age