Activating a physical experience surrounding its wildly successful Ninjago franchise, LEGO this summer is giving kids across the U.S. the chance to compete in Quest2Ninjago, an “American Ninja Warrior”-inspired challenge course. The program, which kicked off in Austin on June 10 at Browning Hangar, is traveling to seven markets to reward fans and help build momentum for “The LEGO Ninjago Movie” out in 2017 (“Ninjago” is also a Cartoon Network series.) The program wraps with a finale event at Legoland in San Diego, CA, on Sept. 10.
Designed for LEGO’s target Ninjago audience of 7- to 12-year-old boys and girls, the obstacle course is activating in partner Toys“R”Us retail store parking lots. The partnership between LEGO and the retailer is helping drive buzz and registration, on top of driving incremental traffic to the stores during a traditionally quiet period. The basketball-court sized course features four separate challenge areas, each identifying with a particular ninja character in the franchise. Fans form teams that compete and tackle mental and physical challenges, like the Element Tumbler Puzzle, a rotating cylinder with a ninja pattern to decipher, Kai’s Laser Maze, a tunnel of woven bungee-like cords, and Madness Mountain, a challenge that involves spiking balls to knock down enemy forces.
The seven winning teams, one from each city, will be flown (all expenses paid) to Legoland California Resort for the final competition that will include challenges staged throughout the park and ending at Ninjago World. The winner of the finale will receive a Ninjago prize pack. The full roster of cities includes: Austin, Charlotte, Boston, Chicago, St. Louis, Minneapolis and Seattle. Parents are invited to pre-register their kids on the event microsite quest2ninjago.lego.com.
“Our traveling LEGO tours are [typically] about recruitment. This is a little bit different in that it’s for established fans, so we’re able to really leverage our internal channels, our social media, LEGO club members and retail stores, to drive buzz,” says Kai Witbeck, event marketing manager-brand relations, at LEGO. “We know kids love competition and that many people don’t think of LEGO as physical or really competitive, so we’re able to intertwine LEGO and that creativity with Ninjago in this fun, competitive landscape.” Agency: Sparks, Philadelphia.
Photo courtesy: McCoy | Meyer