Partnering with Smyths Toy-retailers, LEGOLAND and Center Parcs, we hosted a live ‘LEGO Technic Challenge building day’ at 16 nationwide locations. Taking our own Extreme Machine ‘design garage’, we encouraged consumers to build their own LEGO Technic ‘Extreme Machines’ and enter our competition. Entries were uploaded to the new revamped ‘design garage’ website and winners were selected by judges from The Gadget Show, How It Works magazine and LEGO Technic. The activity was also promoted on the Nickelodeon Channel, Beano and Smyths websites featured banner ads directing traffic through to the main Challenge website.
- 540% increase on last year - 771 entries (143 in 2010)
- 9,158 interacted with the activity over the 16 days
- 28% of traffic came directly from the event
- £54,000 of additional coverage generated by PR