for Heros Wanted

• Legoland wants to drive footfall to its Legoland Live event and to the park during the summer holidays
• Legoland teams up with Jetix to create an integrated on-air, online and on the ground campaign following its Heroes Wanted creative
• The Legoland Live event was a great success attended by over 10,000 people.

The Challenge

Legoland was about to hold their first Legoland Live event – ‘My First Festival’ for kids.  They had also recently launched 7 new attractions including a whole new land. 

Legoland needed to raise awareness of and create interest about the exciting developments and also drive footfall to the event and to the park across the summer holidays.

Legoland wanted to develop their Heroes Wanted creative to demonstrate that Legoland heroes are as cool as kids’ top TV heroes.

Research and experience showed that a combination of TV promos and sponsorship, plus online and event activity would successfully drive coverage and provide a relevant and immersive Legoland communication.

The TV Solution

TV was central to the cross platform Legoland and Jetix deal.   All elements followed Legoland’s call to action Heroes Wanted creative.

An on air promotion worked to deliver the commercial Legoland park message and to drive kids online ( www.jetix.co.uk/legoland ) to check out what Legoland has to offer, to take part in Legoland games (reflecting key attractions) and a competition using an  upload your picture mechanic.  Kids were given the chance to win annual Legoland family passes and VIP Legoland treatment.

Jetix produced an original live stage show about top kids’ heroes the Power Rangers, to be performed throughout the day at the Legoland Live event.

Legoland also sponsored top Jetix heroes’ show Power Rangers and the Power Rangers Fan Force 2 show stunt.  Sponsorship credits used Jetix’s Fan Force anchorman delivering the Heroes Wanted creative and the sponsorship was strengthened with multi show and stunt promo accreditations.  The sponsorship also involved integration into the Fan Force marketing drive, as Legoland became a prize partner for the stunt competition; win a family day at Legoland where you will meet the Red Ranger by helicopter to receive loads of goodies.

Results

The on air sponsorship of Power Rangers reached almost 1.5 million kids and the TV promotion reached almost a million – combined, they delivered in excess of 250 TVRs, an over-delivery of around 15%.

This helped drive some strong online results, as the microsite and media delivered in excess of 2 million impressions, driving 200,000 plus game plays and a 38 minutes time spent average.

The commercial and marketing competition achieved combined entries of 31,594 with 9% of all online users visiting the marketing Power Rangers fan force site.

The campaign was a great success with over 10,000 people attending the one day Legoland Live! My First Festival event.