For the 2023 vacation season, Lego labored with M&C Saatchi Material to debut an augmented actuality activation in its New York and London flagship shops that may permit customers in every location to toss digital Lego snowballs on the different retailer.
A part of Lego’s “Play Is a Superpower” marketing campaign, The Lego Snow Throw will permit guests to Lego’s Fifth Avenue retailer in New York and Leicester Sq. retailer in London to face in entrance of a display screen in every retailer’s home windows and maintain up their arm to activate the snowball battle expertise.
Guests can have a restricted period of time to earn as much as 5 factors by “throwing” snowballs at digital targets. Their rating might be added to the reside leaderboard for the shop, which can present what number of factors have been scored by every location.
“For our Vacation marketing campaign this yr we needed to indicate how the Lego play expertise brings an epic new dimension to reworking festive household moments into one thing much more extraordinary, and what higher approach to do that than reworking an abnormal household buying journey into the prospect to participate in an epic snowball problem towards fellow customers on the opposite aspect of the world,” mentioned Natali Stojovic, head of retail on the Lego Group.
The Lego Snow Throw expertise might be accessible by means of the tip of the vacation season. The promotion is an extension of Lego’s 30-second vacation movie, which encompasses a snowball battle incorporating Lego creations.
