obstacle course

What We Can Learn from LEGO's Quest2Ninjago Summer Tour


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.

  1. 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.
  2. 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.
  3. 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.

Jack Links Celebrates National Jerky Day In Brooklyn


One of the best ways to celebrate National Jerky Day was displayed in Brooklyn, New York. Jack Links decided that they were going to have an Ultimeat Meatathon event and it took place on June 11 and 12. It’s a “beefy series” of physical challenges thanks to a 612 foot obstacle course that was rolled out. Jack Links decided they really needed to do it up big. After all, this is the fifth year for the company celebrating National Jerky Day, which began in 2012 to celebrate how Americans love the meaty snack. A health and wellness theme was used this year, asking people to be physical as opposed to jerky, which was the standard in years past. There was also the tagline for the brand to be considered: feed your wild side.

As the director of marketing for Jack Links said, they wanted to not only feed but also fuel that wild side. A healthy snack is in order when people want fuel and that was the goal of the event.


The obstacle course is unlike any other. It began with a Forest Stump Jump and then there was the Jerky Traverse Climbing Wall. For those who didn’t want to climb, they could also go into the Squatchie Zone and perform 10 burpees. After this, people had to climb up a cargo net and land on a cushion that had the adequate name of a “meat cloud.” Then there was a Jerky Crawl maze and a Hangry Gauntlet.

Quite a few people were out of breath getting through the obstacle course, but when they ended, they were led to a photo op and then on to samples of jerky as well as plenty of Jack Links. The leaders within each category also were able to snag a medal. A medal that was actually made of meat.

Jack Links has a unique approach to marketing. They want to convey their brand in person and therefore they prefer one on one marketing that is “in your face.” They don’t want to be all about the TV ads. Instead, they want to focus on being about the consumer.

It doesn’t seem fair that Brooklyn gets all the excitement. The people of Miami love their meat, too. After all, those within Miami certainly have a wild side and it needs to be fed as well.

Obviously, we need a Meatathon in Miami. This would make it a great way to celebrate National Jerky Day every June. Soho Studios would be happy to host such a thing if Jack Links decided to take it out of Brooklyn, or even make it something that was available throughout the rest of the country. After all, with meat clouds, meat medals, and a complete obstacle course, how could anyone resist?