For the 2023 vacation season, Lego labored with M&C Saatchi Cloth to debut an augmented actuality activation in its New York and London flagship shops that may permit consumers in every location to toss digital Lego snowballs on the different retailer.
A part of Lego’s “Play Is a Superpower” marketing campaign, The Lego Snow Throw will permit guests to Lego’s Fifth Avenue retailer in New York and Leicester Sq. retailer in London to face in entrance of a display in every retailer’s home windows and maintain up their arm to activate the snowball struggle expertise.
Guests could have a restricted period of time to earn as much as 5 factors by “throwing” snowballs at digital targets. Their rating shall be added to the reside leaderboard for the shop, which can present what number of factors have been scored by every location.
“For our Vacation marketing campaign this yr we wished to indicate how the Lego play expertise brings an epic new dimension to remodeling festive household moments into one thing much more extraordinary, and what higher means to do that than reworking an unusual household buying journey into the possibility to participate in an epic snowball problem in opposition to fellow consumers on the opposite facet of the world,” stated Natali Stojovic, head of retail on the Lego Group.
The Lego Snow Throw expertise shall be out there by the tip of the vacation season. The promotion is an extension of Lego’s 30-second vacation movie, which incorporates a snowball struggle incorporating Lego creations.