LEGO Summons the Force to Unveil Largest Model Yet - Event Marketer

LEGO Summons the Force to Unveil Largest Model Yet

DB_Lego_2013 ETA
Brand: LEGO
Agency: JACK MORTON WORLDWIDE
Awards: EVENT TECHNOLOGY AWARDS — BEST COMBINATION OF EVENT TECHNOLOGIES (B-TO-C)
Year: 2013

Times Square may have seen it all in its 104-year run as the center of the known universe, but it’s never seen this. To reignite brand loyalty for its Star Wars products and build excitement for the TV launch of the series “Yoda Chronicles” on Cartoon Network, LEGO designed the Secrets to Reveal campaign. The online+offline program’s centerpiece—an interactive unveiling in Times Square of the largest LEGO model ever built, the Star Wars X-Wing ship.

On the day of the live event, the crowd gathered in Times Square where an animated Yoda took over the largest billboard to ask the crowd to use the power of the force to extract his secret LEGO model from its box. In a dramatic moment, kids and parents—with their arms stretched high overhead—summoned the ship from inside its box for the world reveal of the life-size LEGO X-Wing. Following the reveal, the brand showcased an exclusive preview from the first episode of “Yoda Chronicles.”

The reveal was part of a three-day experience that brought consumers into the LEGO Star Wars world with a social-media enabled photo-experience in the cockpit of the X-wing and interactive activities that included LEGO Master Builder Academy workshops where parents and kids could build their own LEGO Star Wars creations. The LEGO Star Wars “The Yoda Chronicles” App, available on iTunes, allowed users to build, create and control their favorite characters and vehicles to “smash your enemy, solve puzzles and complete challenges.”

The experience had a significant impact on the brand with a three percent increase in sales during the pre-promotion and a 23 percent rise in sales the week of the event. Yoda approved.

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