Quest to Legoland
By Lego
Advertiser
Objective / insight
- LEGOLAND at Florida is more than an hour drive from the nearest airport of Orlando
- For the target audience (families with kids aged 2-12 years) this drive determines whether they choose to visit the park
- The brand wanted to find a way to make the drive as amusing as the park itself for the entire family, whether they were driving one hour or 16 hours to get there
Implemented strategy
- LEGO reinvented the GPS experience for kids
- The brand brought stories together with GPS data to transform a phone’s GPS into an immersive adventure
- By integrating real-world destinations into imaginary storylines and games, every trip is a unique adventure
- Kids share new discoveries with their parents, the trip becomes an interactive and educational game
Technology implemented
- The GPS experience is mapped in real time
- The App uses Google Maps data and identifies the exact geo-coordinates of more than 5,450 landmarks across the United States
- When a user enters their starting location, the app plans a route to LEGOLAND, pulling in 60 points of interest along the way
- Each landmark is then matched with an activity like fun facts, quizzes or themed games
Result
- A new way to experience LEGOLAND from the moment they leave home
- In just 30 days since launch, the app has recorded 39,061 miles of car travel
- That’s 639 hours of blissful “ARE WE THERE YET” less family time
- To get 156,000 miles and more 500 hours of play by summer’s end
- Legoland gave to 984 families a new way to experience a road trip
