Starting with the creation of an HD and 3D 90-second CGI “Go Miniman Go” video and blog, the Miniman is seen re-living momentous times throughout history – from space travel, to Olympic Games, to the fall of the Berlin Wall. The spot tapped the nostalgia of LEGO fans to bolster adult affinity for the brand.

The website, gominimango.com, was the one-stop destination for mini-figure trivia, merchandise, fan participation and vintage LEGO materials. A special seeding kit was sent to bloggers that included 3D glasses, T-shirts and materials highlighting the campaign’s call to action – to star in your own Miniman video.

The digital presence was rounded out with a Miniman iGoogle theme, Facebook profile and fan page and a first-person Twitter feed “hosted” by Miniman himself.