50th Anniversary
Lego
Rebuild the Magic Tour
In order to spread cheer during the holiday season, a custom vehicle worked as a portable vending machine where guests pressed the big red button to receive a miniature Lego set. The tour travelled across the country stopping at tourist attractions like the Rockefeller Center in NYC, shopping areas such as Dadeland Mall in Miami and public spaces including Washington Square Park in Chicago. The truck could be followed on a dedicated microsite which also detailed information on how to enter the Lego shopping spree sweepstakes. The tour also served as a way for Lego to support their charitable partners. The truck stopped at a Ronald McDonald House Charities in each market to distribute premium Lego sets to children and allow families to interact with the activation.
Pro Awards Winner: Best Mobile Tour 2022
106K Earned Impressions