Dive Transient:
- Lego is encouraging playful competitors this vacation season with the launch of an augmented actuality (AR) “Snow Throw” snowball throwing contest, per particulars shared with Advertising and marketing Dive.
- Displayed within the retailer home windows of Lego’s New York and London flagship places, Snow Throw challenges buyers to fling digitized snowballs to see which metropolis can throw probably the most, with a stay leaderboard in every retailer serving to to maintain rating.
- Snow Throw might be stay via the vacation season and is a part of Lego’s bigger “Play is Your Superpower” marketing campaign. The transfer is an instance of how some manufacturers this 12 months are leveraging rising tech to drive their seasonal advertising and marketing efforts.
Dive Perception:
Because it seems to be to get into the vacation spirit, Lego is leveraging AR and the ability of pleasant competitors to carry collectively buyers from throughout the globe. The Snow Throw problem might shore up a stronger sense of neighborhood, a sentiment usually tied to the season, whereas additionally attracting youthful audiences via using AR. Others are equally utilizing buzzy tech to bolster their seasonal efforts, like Coke, for example, which is increasing its “Create Actual Magic” AI platform round vacation postcards this 12 months.
Snow Throw is out there to play within the home windows of Lego’s fifth Avenue retailer in New York together with its Leicester Sq. location in London now via the vacation season, permitting in-person buyers from both metropolis to go face to face for a digital snowball throwing blitz. The activation was kicked off Nov. 8 with vogue editor Eva Chen and tv star Millie Waterproof coat, who threw the primary snowballs for his or her respective cities alongside their kids.
Following years of pandemic restrictions, a number of manufacturers this season have prioritized in-person buying experiences to enchantment to shoppers able to step again into the world. For instance, Goal as a part of its vacation blitz has deliberate a Goal Wonderland pop-up tour together with travel-inspired in-store shows. In the meantime, J.C. Penney has prioritized making its shops less difficult to navigate to advertise larger gifting.
The Snow Throw effort ties into Lego’s bigger marketing campaign, “Play is Your Superpower,” which was first launched in September. The marketing campaign’s newest iteration, revealed earlier this month, is anchored in a festive 30-second hero spot that options kids, adults and full of life Lego presents gathering collectively for a high-energy snowball problem. The advertising and marketing push is supposed to encourage households to prioritize play, per the discharge, with Snow Throw an extension of that.
“For our Vacation marketing campaign this 12 months we needed to point out how the Lego play expertise brings an epic new dimension to reworking festive household moments into one thing much more extraordinary and what higher method to do that than reworking an atypical household buying journey into the possibility to participate in an epic snowball problem in opposition to fellow buyers on the opposite facet of the world!” mentioned Natali Stolovic, head of Lego Retail on the Lego Group, in launch particulars.
Tied to its vacation efforts, Lego shops can be working its annual Construct to Give initiative, difficult shoppers to construct a coronary heart from Lego bricks and share it to social media with the hashtag #BuildtoGive. For every put up, the model will donate a Lego set to a toddler in want.
