Lego unveils experiential campaign for Technic

Firm teams up with Wax Live to bring the Extreme Machine Challenge to the UK this summer.
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The campaign invites fans of all ages to invent and build their own Extreme Machine using Lego Technic to win a range of prizes. A panel of judges from The Gadget Show, How It Works magazine and Lego Technic will pick winners based on style, function and imagination.

Harry Harrison of Lego Technic said: "With Lego Technic, the possibilities are endless, so we are asking people to run with their imagination and invent their ultimate 'Extreme Machine'.

"It'll be a lot of fun whether you're five or 50. People can get involved either by coming along to the roadshow, or by building or drawing their own ‘Extreme Machines’ at home and uploading the image online at"

The Lego Technic Invent and Build Garage will be touring the country, stopping at Smyths toy stores, Center Parcs holiday destinations and Legoland locations until September. The tour will allow fans to use Lego Technic to build their own Extreme Machine. Models built on the day will be entered into the prize draw and participants will get the chance to win one of the extra daily event prizes.

Lucy Gillions, Wax Live’s experiential director commented: "This is the latest in an exciting series of experiential campaigns we have delivered for Lego Technic. It’s such a captivating product that experiencing it first hand is the perfect way to engage kids and parents and draw them into the brand."

Wax Live, the experiential arm of Wax Communications, has maximised the campaign reach by giving people the opportunity to enter from home as well as the live events, and developed a prize structure to reflect the wide age range of fans.


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