| Strategy |
LEGO® Systems enlisted 360PR to help reestablish LEGO® as a leading children’s entertainment brand, fostering a brand dialogue with a new generation of parents – parents of iPod-toting, overscheduled kids, who have little time for unstructured, open-ended play. 360PR created the LEGO® Builders of Tomorrow™ campaign to talk to parents about the importance of fostering creativity early and often, the benefits of which children would reap immediately and well into the future, as creative, successful adults.
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| Execution |
A key aspect of the campaign was spotlighting high-profile LEGO® fans – entrepreneurs, actors, musicians, fashion designers and other creative-minded adults who attributed part of their success to playing well as children. Actor Matthew Broderick and clothing designer Eileen Fisher, joined by the founders of Momstown.com and educators from MIT and NASA’s classroom of the future, helped get the conversation going on a creativity panel at a campaign kick-off press lunch.
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We created a suite of online resources for parents housed at the campaign hub site, www.legobuildersoftomorrow.com, as well as a parent podcast series and blog by a LEGO dad. 360PR then rolled out the LEGO® Builders of Tomorrow™ campaign to a series of local market events, called LEGO® Imagination Days. The events featured a family building activity, a parent brochure and a LEGO® brick drive for New Orleans schools. Kids who donated a LEGO® brick from their collection received a red LEGO® studded Builders of Tomorrow™ wristband, and LEGO® matched the donation of bricks to schools in New Orleans.
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| Results |
| The integrated campaign succeeded in putting the LEGO brand in front of millions of parents and giving many a direct, hands-on experience. Media impressions totaled more than 200 million, with CNN, FOX, The Washington Post, Time for Kids, Boys’ Life and others covering, plus another 80 million unique monthly visitors on parenting sites such as child.com, ivillage.com, healthykids.com and mommycast.net. Nearly 10,000 parent brochures were distributed to parents at the local market events and more than 800,000 LEGO® bricks were collected (prior to a LEGO match) for the donation to New Orleans schools. |
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