ENFIELD, CT: Lego launched a national tour which began this past weekend in Chicago and will last through November. The tour aims to promote the brand through the holiday season and showcase all of its products, including beyond the traditional bricks for items like Lego-themed video games, explained Michael McNally, brand relations director at Lego Systems. The events, targeting families with 5 to 12 year olds at state fairs, festivals, and air shows on the East and West Coasts, will also focus on interaction through traditional Lego building activities.
“A lot of times we do events where we think about people who build with Lego on a daily or weekly basis,” said McNally. “The goal for this tour is to introduce Lego to people who haven't used it on a daily or weekly basis, where the traffic is not expecting a Lego experience, but might find fun and memorable Lego moments they'll take home with them.”
The weekend-long events showcase interactive Lego-themed video games and fan-generated Lego animation from YouTube. McNally explained that on YouTube there are almost 190,000 videos that use Legos as the medium for telling a story, and about 90% of the videos are created by people outside of the company. Events will also include interactive activities such as the construction of a Lego cityscape and timed building games.
Lego created a blog - http://thelegoexperiencetour.blogspot.com/ - for the tour crews to chronicle their journey. The company is working with AOR Flashpoint PR to do regional outreach around each event, focusing on broadcast in major markets, as well as calendar listings.
The company is also working with Chicago-based Marketing Werks on event planning and production.