Sometimes I’m a little behind the news cycle. This site was put together by Pereira & O’Dell, this site won a couple pencils from the One Show Interactive awards in May. I’m not sure why.
The UX on CL!CK is awful! Try to read an article or watch a video. Go ahead, I’ll wait.
Maddening, isn’t it? Keeps moving around. That’s a fun time.
What’s the purpose? There’s no explanation as to what the purpose of the site is. Give me an “about” link.
From PSFK:
“Even more surprising – and inspiring – is the fact that LEGO does not track how many people go to the LEGO online store after viewing “Click” content. LEGO views the overriding goal of the campaign to be to drive brand affinity – not direct sales. Rather than risk turning people off with a sharply commercial edge, the campaign does not direct users to the LEGO store from any of the “Click” content. As a result of the aforementioned performance metrics achieved by the campaign, LEGO’s Mike McNally – Brand Relations Director – states that budgets for social media will become a permanent part of the marketing mix and will likely increase.”
Then what’s the damn point? Guess what? When I go to click on the LEGO logo, I WANT to go to your site. Something to get me off this one. However, I must say that my favorite part was in the legal at the bottom: “USE OF THIS SITE SIGNIFIES YOUR AGREEMENT TO THE TERMS OF USE.” Gee thanks.
Then there’s the “social” aspect. Follow us on Facebook and Twitter. That’s not social you nitwits. Nor is an iPhone app. Apparently the time spent on the site average 4 minutes. Well, the intro video is 3 minutes and then you have about a minute of going bonkers trying to delve into the rest of the content, which is a word I hate because it signifies nothing but a placeholder. In this case, content is the perfect word for the rest of what’s on there.
If I were a judge, this wouldn’t have made through the first round.
