Lego launches Star Wars day experiential campaign

By AdNews | 30 April 2015

May 4 tends to bring out the 'punny' side in people, and this year Lego is in on the fun, launching an experiential campaign ahead of international Star Wars Day.

To mark the event, Lego Australia is flying Dan and Chris Steininger, the world's only father and son Lego 'master builder' duo, from the US, to lead teams building Lego ships for the good and the dark side. It will take place over the May 2 and 3 at Melbourne's Westfield Southland.

Fans will be invited to choose their side -good or evil- and help the builder create either Hans Solo's Millennium Falcon or two dark side TIE Fighters. The Millennium Falcon model will stretch four metres wide and use close to 200,000 Lego bricks, making it the biggest Millennium Falcon model ever built in Lego.

The TIE fighters will stand two metres high and will each be built with close to 40,000 Lego bricks each.

Once complete fans will be able to interact with the models as well as catch sneak peaks of Lego's new animated Star Wars series and take part in Lego speed building challenges and Star Wars trivia.

It's not the first experiential campaign from Lego which unveiled a Lego Christmas tree in Sydney's Pitt Street Mall last year. At the time, Lego Australia marketing director Troy Taylor told AdNews that his focus for the brand locally was to focus on creating “memorable experiences for kids.”

“We wanted to drive more of a localised and a brand focused agenda - really creating memorable experiences for kids,” Taylor said.

“It's getting back to that 'bricks in hand moment'. This won’t be the last time you see an activation of some sort from Lego in Australia. It is certainly something I’m looking to do more of into 2015 and beyond.”

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