LEGO DOTS brings customisable lens to Snapchat

New LEGO DOTS themed lenses are turning up on Snapchat.

To build awareness of the new LEGO DOTS theme, the LEGO Group has turned to Snapchat.

Snapchat is best known for its variety of AR (augmented reality) lenses that add some extra elements to a user’s selfies, with LEGO DOTS now adding some branded options to the app. AdWeek reports that new LEGO DOTS lenses allow users to choose from a variety of styles to ‘dot’ the frame around their face.

Like physical LEGO DOTS products, users can choose the tiles that they would like to use to decorate the blank canvas.

Brick Fanatics interviews Amy Corbett, the Design Lead on LEGO DOTS

There are also commercials for the products running on the app.

“The campaign is showing a high level of relevance as parents look to entertain their families at home more than ever right now,” Kaitlin McGirl, Snap Inc. director of U.S. creative strategy told AdWeek. “We’re seeing a very high engagement time with the lens due its interactive, creative and customizable selfie-experience. The commercials are also having a hyper-efficient cost per view from Snapchatters who have played with the lens. It’s great to see this level of engagement, especially from the parents on our platform.”

To continue to support the work of Brick Fanatics, please buy your LEGO sets from LEGO.com and Amazon using our affiliate links.