Down at the Social and Corporation Pop launch Legoland campaign

Legoland Discovery Centres has launched a global social media campaign created by Manchester agencies Down at the Social and Corporation Pop.

Last month Down at the Social revealed that it had been appointed by Merlin Entertainments Group to handle global PR and social media for Legoland Discovery Centres in Manchester, Berlin, Duisberg, Chicago and Dallas.

The start-up agency has called on the help of Corporation Pop to create a campaign called 'Minireporters' for four of the five attractions.

The campaign encourages parents and teachers to work with children to create video and picture news stories to win prizes.

So the Manchester competition, for instance, takes the theme of MediaCityUK and encourages the region's school children to create a short mini news piece about what media in the North West means to them.

The entries are then turned into a gallery for people to vote for their favourites. The winners will receive a Lego model of MediaCityUK for their school and a tour of the development.

Daisy Whitehouse, digital director at Down at the Social, said: “Facebook is a hugely important channel for the LEGOLAND Discovery Centres worldwide as we engage daily with mums, dads and teachers who are fans of the attractions. We wanted to create a platform that would work globally but would be versatile enough to accommodate the different campaigns that the teams in each location are working with.

“It is also of vital importance that the attractions engage with their communities in an educational manner so the MediaCityUK link up is a great initiative for us. We are looking forward to unveiling the model of the piazza that will take pride of place within the centre’s MINILAND later on this year.”

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