In early September, LEGO concluded its extremely successful Quest2Ninjago Summer Tour. The event presented children in seven markets the opportunity to compete in an "American Ninja Warrior" inspired obstacle course. The winning team from each market was flown to Legoland headquarters in San Diego to compete in the finale. The event was not a recruitment program, set on expanding the base or raising awareness, rather it was a campaign that rewarded and engaged existing fans of the two franchises, LEGO and Ninjago, which is also a cartoon and movie. From the success of the summer long, nation-wide event, there are several best practices that others can apply to kid-based marketing campaigns.
- The Ease of Friendships for Kids Leads Them to Be Natural Influencers. Though the event was aimed at existing fans, the one thing kids love more than a really fun game or event, is bringing friends to that game or event, and then talking about that game or event before and after it has taken place. With an example like the tour's events course, the natural competition that it inspires also serves as its own form of publicity. When kids went home and bragged about their scores to friends, those same friends would soon come in to see how they would fare, and if they could beat the scores.
- Include Something for All Ages. While the central challenge course was aimed at 7-12 year olds, the event planners understood the importance of including younger siblings. LEGOS wisely does not let the activation segment of the course go to waste, setting up 'free play zones' where children can play alone or with a parent. In the Quest2Ninjago Tour, this activation area served a dual purpose by being engineered to create a fun, hands-on play environment for young children of four or five years old.
- Combine Large Scale Events with Internal Engagement. LEGO also set up the course's activation at their headquarters. There, instead of kids versus kids, the course was run with kids versus adults. This created a perfect opportunity to create and drive a broader LEGO message. Kai Witbeck, event marketing manager-brand relations at LEGO explains, "to see that interaction, it makes us think about bringing that socialization in our marketing, that LEGO isn’t just about playing upstairs in your room by yourself; you can involve your friends or parents and do a larger activity with them."
These are examples that you can use for planning your next experience. Our event venue offers a space that's perfect for company experience. Call us at Soho Studios and ask about our space.