The Brick Man Experience – The Complete Collection by Ryan McNaught – was a world-first exhibition made entirely from LEGO® bricks. Hosted in Melbourne and Sydney, the exhibition showcased sixty original works including a never-before-seen QANTAS A380, a quarter-scale LEGO® Ferrari and a giant space shuttle. An amazing feat of construction and artistry, it took more than 5 million LEGO® bricks to make up the works, which drew crowds from around the world.
The key to analysing the success of the Loud Days strategy was the results of Website Traffic data. Bringing in huge crowds, more than half the Website Traffic was driven by our social media platforms which helped create interest in the lead-up to the event and resulted in high ticket sales throughout the season.
Social Media Analytics focused on engagement and public conversations, which were a direct result of the social media strategy. Despite an industry average of 2-3%, The Brickman Experience Facebook page was able to raise the bar, with an Engagement Rate of 18%.
With no advertising spend, Loud Days developed a strategy that focused on the core of the exhibition itself: the love of Lego. This strategy tapped into the hearts and minds of adults and children alike, broadening the audience and resulting in large crowds. This approach meant Organic Reach of the exhibition’s Facebook page was more than 530,015 for more than twenty-one days!