Lego launches online City competition

New search for a star competition will run online with media partner Nickelodeon.
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The two winners of the new competition will get the chance to appear in the City brand’s 40” TV spots scheduled for next month.

The ‘Your City on the Map’ campaign encourages children to build their own City models, photograph them and then upload the pictures onto the Nickelodeon website.

A map of the British Isles is featured on the site, so that users can easily view the builds and where they come from. The two winning children – one from the UK and one from Ireland – will also receive brand product for each of their school class-mates.

Lego UK senior brand manager, Laura Di Bonaventura, said: “City is one of the top five properties in the Total Toy Market (according to NPD EPoS July 2010) and it’s essential that it receives impactful marketing support using the most innovative, creative and engaging means.

“It’ll be a dream come true for two lucky youngsters who will be digitally shrunk down to Lego scale and then let loose in their very own Lego City. The City brand is all about building iconic vehicles and buildings children see every day in their towns and then enabling them through role-play to become the heroes of the universe they have created. 

“This campaign allows children to literally enter their own City world. It encourages our target audience to interact with the brand and really experience the core elements of creativity and building everyday, instantly-recognisable models.”

The deal was conceived and negotiated by Carat Sponsorship.


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