In era of digital gaming, people were not buying Lego sets that much. Mainly they didn't visit shopping pages. To engage the elusive audience - gamers, Lego did what it does best. They made it fun. By simply imagining e-com site as a game and asked gamers to do what they do anyway. Lego used the worldwide phenomenal Speedrun, set up a page, and hosted a special Minecraft speedrun contest, setting up a series of challenges. An idea that made the eCommerce experience fun.