1const e="a-new-world-of-friends",n="cases",t={title:"A New World of Friends",seo:{title:"LEGO Friends - Omnichannel Brand Activation",description:"Discover how Engaged crafted an immersive, globally-rolled-out omnichannel brand activation for the launch of LEGO Friends, seamlessly blending in-store experiences and digital engagement.",keywords:"Omnichannel brand activation agency, LEGO Friends, Engaged Agency, Virtual world, In-store experience, Brand activation, Cross-channel strategy, Trade Marketing, POS, Case Study",image:"images/seo/a-new-world-of-friends.jpg"},headerTitle:["<em>A New World</em>","of Friends"],thumbnail:{src:"a-new-world-of-friends",alt:"A New World of Friends Thumbnail"},client:"The LEGO Group",date:"2023-11-28",market:"Europe, REMEA, APAC, Nordics",objective:"Awareness / Engagement",description:"For the introduction of LEGO Friends' next generation, Engaged crafted an omnichannel brand activation with an interactive In-store experience, a virtual world and online doodle hunt. Bringing the LEGO Friends world to life and inviting audiences to a brand activation experience they will never forget.",categories:[],tags:["Virtual Reality","Omnichannel Brand Activation","Experiential Marketing"],blocks:[{type:"text",title:"Discover a<br> <em>new world of Friends</em>",text:"At the core of the omnichannel brand activation, we gave the new LEGO Friends sets a virtual twin in an immersive virtual world (Metaverse). From exploring the new sets, to meeting the new characters and snooping around their bedrooms, we built a digital universe that introduced the new generation of Friends <nobr>in the comfort of home.</nobr>"},{type:"image",image:{src:"a-new-world-of-friends/01.mp4",type:"video"}},{type:"image+text",title:"Turning stores<br> into <em>playgrounds</em>",text:"Taking our digital experience in-store, we turned stores into playgrounds with cardboard replicas of the new LEGO Friends Heartlake International School. Earning kids' attention and inviting them to explore this brand new LEGO Friends set <nobr>in a playful way.</nobr>",image:{src:"a-new-world-of-friends-01.jpg",alt:"Turning stores into playgrounds",container:"phone"}},{type:"text",title:"<em>Engaging kids</em> with an<br> <em>in-store experience</em>",text:"In-store kids to explore and find five hidden elements. Upon discovering these hidden treasures, each young explorer was rewarded with a free LEGO friendship book. The doodle hunt was also adapted into an engaging widget on the retailer's landing pages, reinforcing our <nobr>through-the-line approach.</nobr>"},{type:"mobile-images",images:[{src:"a-new-world-of-friends-02.jpg",alt:"A New World of Friends Mobile screen"},{src:"a-new-world-of-friends-03.jpg",alt:"A New World of Friends Mobile screen"},{src:"a-new-world-of-friends/02.mp4",type:"video"},{src:"a-new-world-of-friends-04.jpg",alt:"A New World of Friends Mobile screen"}]},{type:"image+text",layout:"text-right",title:"LEGO Friends<br> <em>friendship booklet</em>",text:"To let our audience become friends with the new LEGO Friends characters and helping them make new friends at school, we handed out free interactive friendship booklets. ",image:{src:"a-new-world-of-friends-02.jpg",alt:"LEGO Friends friendship booklet"}},{type:"image+text",title:"On-event<br> <em>VR experience</em>",text:"To extend the reach of the digital activation, we took the virtual world one step further into a captivating VR experience to be discovered at LEGO World.",image:{src:"a-new-world-of-friends/04.mp4",type:"video"}},{type:"text",title:"A <em>global friendship</em><br> across <em>25 countries</em>",text:"The launch of LEGO Friends was a resounding success. Coordinating with multiple departments and launching across 25 countries, in 21 languages, we ensured to deliver a harmonised campaign that was tailored to appeal to the diverse, global LEGO audience. Engaged crafted a campaign that sparked real-life connections, and elevated the LEGO Friends brand to new heights in the hearts of its fans."}]},i={type:"data",filePath:"/Users/jonathandupont/Documents/projects/engaged-website/src/content/cases/a-new-world-of-friends.json",rawData:""};export{i as _internal,n as collection,t as data,e as id};
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