Company: Jack Morton, New York, NY
Company Description: We’re a brand experience agency. Our job: Connecting brands with the people that matter most. Our passion: Engaging experiences that help clients build strong experience brands. We launch products, brands, services and ideas to generate awareness and demand. Our experience-based approach is a highly efficient way to generate huge visibility through earned media.
Nomination Category: Live Event Categories
Nomination Sub Category: Best Brand Experience Event

Nomination Title: LEGO Secrets to Reveal

The date on which this nominated production was first presented: May 23, 2013

Briefly describe the nominated event's objectives and how it met those objectives (up to 525 words):

Objectives:

Although LEGO Star Wars is a much-adored brand by parents and kids alike, product line sales were diminishing, and there was a drought of new content from the brand. So, leading up to the premier of the new LEGO Star Wars TV show “Yoda Chronicles” on Cartoon Network, we needed to create a contagiously shareable campaign to reinvigorate brand-love and drive sales.

Creative strategy and execution:

We called it “Secrets to Reveal,” a campaign spanning online and off that made fans the center of an interactive unveiling in Times Square of the largest LEGO model ever built.

Leading up to the live event, a pre-promotional campaign invited parents and kids to literally ‘build the excitement’ for the reveal.

In-store events drove kids and parents to an online competition, which asked consumers to build depictions of what they thought Yoda would unveil in Times Square, and the most creative entries were rewarded with life-sized LEGO Yoda models.

On the day of the live event, the crowd gathered in Times Square where an animated Yoda took over the largest billboard in Times Square to ask the crowd to use the power of the force to extract his secret LEGO model from its box. In a dramatic moment, kids and parents-with their arms stretched high overhead- summoned the ship from inside its box for the world reveal of the life-size LEGO X-Wing.

Following the reveal, we showcased an exclusive preview from the first episode of Cartoon Network’s “Yoda Chronicles.”

The X-Wing ship, which was the largest installation ever executed in Times Square, was surrounded by a 3-day immersive experience that brought consumers into the LEGO Star Wars world with dozens of touch points. We put consumers at the centre of the activation with a photo-experience in the cockpit of the X-wing- and enabled guests to share these photos directly to their social networks.

Throughout the Times Square footprint, guests were greeted by Star Wars and LEGO Star Wars characters who posed for photos and directed visitors to interactive activities including LEGO Master Builder Academy workshops where parents and kids could build their own LEGO Star Wars creations.

On the last day of the event, consumers were kept engaged via the LEGO Star Wars ‘The Yoda Chronicles’ App, available on iTunes, which allowed users to build, create and control their favourite characters and vehicles to ‘smash your enemy, solve puzzles and complete challenges.’

The App drove additional interest and intrigue in the upcoming Yoda Chronicles, which premiered on May 29 on the Cartoon Network.

Upload a collection of supporting files and web addresses to our server to provide more background information to the judges. You may upload any number of attachments and URLs through the "Add Attachments, Videos, or Links to This Entry" link above. (Do NOT list your URLs below.)

List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Jack Morton Worldwide- lead creative/production agency- New York City

Vendors:
AAA communications- radio rental
AAA event services- barricades and stanchions
Adirondack Scenic Inc- Scenic Build
Arizona Balloon – Helium Balloon
Axis Promotions- Tshirts
Bestek- Press Riser
C2-Printing
Cassone- Office Trailers
CAT- Power Rental
Entity X inc- Live Stream
Geiger Engineers- Permit Fees
Lensley –Photo Experience
Nick’s Towing Service- Tow Truck
PRG- Audio and Visual
Pride Equipment Corp. Fork and Scissor Lift Rental
PTG Tent Ballast Rental
Push - Brand Ambassadors
Tentnology-Tent Canopy
Theatrical resources- Labor Provider
Tour Tech- Internet provider
Tv Tech Managers- Internet Provider
Winick Productions- Permit Expediter