In a cam­paign that lever­ages mul­ti­ple social media pro­files, aims to engage hun­dreds of thou­sands of tar­get con­sumers, and weaves in the pop cul­ture icon Lego, Auto Trad­er UK’s lat­est mar­ket­ing ini­tia­tive for the hash­tag #dri­ven­byme is delight­ing users and invok­ing nos­tal­gia.

Spring­board­ing off the icon­ic brand Lego and its mass appeal, Auto Trad­er UK is mak­ing great use of its approx­i­mate 200,000 fol­low­ers on Twit­ter, Face­book and Insta­gram in a cam­paign that trans­forms a hand­ful of tar­get con­sumers’ cars into their toy-sized Lego coun­ter­parts.

The cam­paign, which launched on Decem­ber 8 and runs through Decem­ber 12, col­lects requests from con­sumers on social media via the hash­tag “#dri­ven­byme” for Lego ver­sions of their auto­mo­biles, and one selec­tion per day will man­u­fac­ture a tiny Lego vehi­cle for a total five Lego cars cre­at­ed in this cam­paign.

At the time of writ­ing, one entry had already been cho­sen, and the images of the Lego car – an Austin Sev­en Mini repli­ca­tion – are fea­tured on the Auto Trad­er UK pro­file on Twit­ter:

Ethan asked us to build his Austin Sev­en Mini, so we did. Share your ride with #Dri­ven­ByMe & it might just be next pic.twitter.com/3PKttYmsYb — AutoTrader.co.uk (@AutoTrader_UK) Decem­ber 9, 2014

The “build” video is fea­tured on Auto Trad­er UK’s Insta­gram, and you can even see how excit­ed the con­sumer (Ethan) who request­ed the Austin Mini is. Tak­ing advan­tage of all social pro­files, Auto Trad­er UK fea­tured the build video on Face­book as well.

It isn’t the first time the social hash­tag #dri­ven­byme has been used by the Auto Trad­er UK. In fact, in a cam­paign pre­vi­ous to this one, the brand asked con­sumers to share their favorite dri­ving songs using the same hash­tag.

So far, the cam­paign seems to be met with enthu­si­asm, as con­sumers engage with the idea by lik­ing and shar­ing updates, and most impor­tant­ly, request­ing their favorite car be immor­tal­ized in the beloved Lego build­ing blocks.

“Lego and cars have a lot in com­mon,” said Mark Mal­one, MD at Krowd, which is respon­si­ble for the Lego cam­paign. “Every­one’s first dis­cov­ery, the pride in that first com­plet­ed project. The same excite­ment for that first set at Christ­mas or the keys on your 18th birth­day. While many cars roll off the line gener­ic, straight out the box, we all cus­tomize them in our own lit­tle ways, leav­ing our own stamp and mak­ing them ours. Offer­ing peo­ple the chance to have their pride and joy immor­tal­ized in their first child­hood love is beau­ti­ful. Lego and Auto Trad­er just fit.”

Have you seen oth­er ways that brands have cre­ative­ly tied mar­ket­ing to pop cul­ture? Tell us about it!