LEGO needed an effective campaign which would raise awareness of minifigures amongst our target audience.
SuperAwesome were tasked with raising awareness of the latest LEGO Minifigures series amongst children who had an interest in collection.
We were given two key objectives by LEGO - Firstly, to announce and publicise the new series of LEGO Minifigures online and secondly to allow kids to recreate the collector experience in a digital way
The main feature of our campaign was a treasure hunt which encouraged kids to visit six other children's websites in order to find and virtually collect all 16 LEGO Minifigures. Display advertising created hype around the toys and drove traffic to the microsite, which acted as a hub for the LEGO treasure hunt and an associated competition. Swapit also held an auction of the new Minifigures, which allowed children to bid on thousands of the figures.
The microsite had over 200K views over the course of the campaign, and we had over 20K children take part- over 10% found all of the characters, displaying maximum engagement with this concept.
The campaign generated a high amount of incremental PR interest due to its innovative nature. In addition, we were please by the level of engagement in both the auction and competition formats- children really appreciated this approach.
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