Posted on Monday, June 9th, 2014 by Will Hagle
The Awesome Alliance is a Lego initiative that allows users to upload photos of various ‘missions’ in order to win cool prizes each week.
The Lego Movie quickly became an immense success worldwide, appealing to children and adults alike. Legos have always been a popular toy with creative individuals around the world, and its cinematic debut only enhanced its popularity. The Awesome Alliance
is a portion of the Lego site that, when visited, displays a bonus short clip that’s similar to the movie. The clip is entertaining but it also informs visitors what, exactly, the Awesome Alliance is. The site gives users various “missions” that they must solve in order to win prizes. The first mission I was given upon signing up for an account on the site, for instance, was to make an “Imaginator.” That basically means the site expects me to take a picture with my smart phone of an everyday object (or person or animal) with a Lego product as the head. That photo can then be uploaded to Instagram, Facebook or the Lego site along with a hashtag to make it searchable alongside other entries.
The rules of the various Lego missions are intended to be loose in order to inspire creativity amongst competitors. Browsing the creations of other users is also one of the best aspects of The Awesome Alliance. All photos of the same “mission” are organized in the same location, so scrolling through a list of “#Imaginator” photos demonstrates how creative people have been with that particular Lego prompt. 
There’s also the ability to comment on each photograph, as well as the ability to vote it “Awesome” if you like it. 
Each photo is then assigned an “Awesomeness” score depending on how many votes it receives. While a potential outcome of using the site is your photo could be voted extremely awesome and you could receive cool products from Lego, it’s simply fun to upload innovative photos while browsing those uploaded by others. The site offers a unique opportunity for Lego lovers around the world to connect while demonstrating and sharing the creativity that the company has always inspired.
