In the Fall of 2014, fans of LEGO Star Wars were asked to "Choose Your Side" in a epic global battle between the Light Side and Dark Side. Users could then visually track the battle for digital supremacy via the "Force-O-Meter," a two sided lightsaber that displayed how each side was trending. Users were enabled to choose their side by uploading LEGO creations, choosing the outcomes of videos, forming alliances, picking product match-ups and playing games on the website.
For thier efforts, they were rewarded with exclusive content based on how they were trending.
Role: User Experience Design & Strategy, Visual Design Direction