Amidst all the warm feelings and good cheer of the holidays lies a little bit of mischief and friendly competition. Who has the best cookie recipe? Which white elephant gift is the most coveted at the office party? Who can throw the most snowballs?
The Lego Group will give shoppers in New York and London a chance to answer that last question with a transatlantic, interactive competition to see who can throw the most snowballs. The Snow Throw is part of the brand’s holiday window campaign for its stores in New York and London.
Throughout the holidays, consumers visiting either store will have the opportunity to “throw” a digitized snowball via augmented reality. The number of snowballs thrown will be tracked by a live leaderboard placed in the stores’ windows. The concept was introduced through events in New York and London, featuring journalist and fashion editor Eva Chen (along with her children) and celebrity Millie Mackintosh (and her children), who threw the first digitized snowballs in each location.
The Snow Throw is part of the brand’s Play is Your Superpower brand positioning, which encourages adults to prioritize play-based activities in their children’s lives. That brand positioning will be reinforced through a 30-second commercial that depicts and entire neighborhood of children and adults engaging in an epic snowball challenge, where Lego gifts are part of the challenge.
“Our Play is a Superpower campaign is all about encouraging families to reprioritize play and the big LEGO Snow Throw brings that message to life as an interactive play experience at two of our flagship stores for the festive season,” said Natali Stolovic, Lego Group’s head of retail, in a statement. “For our Holiday campaign this year we wanted to show how the LEGO play experience brings an epic new dimension to transforming festive family moments into something even more extraordinary and what better way to do this than transforming an ordinary family shopping trip into the chance to take part in an epic snowball challenge against fellow shoppers on the other side of the world!”
Additionally, Lego stores around the world will once again host the company’s “Build to Give” initiative, which asks Lego customers to build a heart out of Lego bricks and upload a photo to social media using the hashtag, #BuildtoGive. For every creation shared, the company will donate a Lego set to a child in need. The company has set a goal of donating two million sets worldwide this year.
