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LEGO awards nine month experiential “Chima” roadshow contract to BEcause


By Gillian West, Social media manager

February 15, 2013 | 2 min read

Global toy brand LEGO has selected brand experience agency BEcause to handle a nine month long experiential roadshow based on its Legends of Chima range.

The Chima Challenge Roadshow is part of wider marketing campaign from LEGO. Targeted at boys, the activity covers media partnerships, TV and cinema advertising, digital activity, online games and in-store initiatives.

The fully integrated campaign aims to support the launch of this home-grown IP, with creative agency Dazzleship, media agency Carat and PR agency Norton & Co, all involved in the wider marketing campaign.

Launching in March 2013, BEcause’s experiential creative will be live throughout the school holidays and half terms until October. The roadshow will visit various family locations including appearances at several major shopping centres and LEGOLAND Windsor and a two-week residency over Easter at Chessington World of Adventures Resort.

During the tour children will be invited to take the Speedorz challenge, where they can race with Chima characters, culminating in a grand finale at Chessington.

BEcause business director, Katie Penfold, commented: “We’re really proud to be working with such a well-loved and established brand that embraces brand experience so passionately. The Chima range is fuelled by imagination and it has been great to get creative and devise an experience that is engaging, believable and that is ultimately all about play – because that is what it’s all about!”

The appointment follows a three way pitch against undisclosed agencies and sees BEcause also appointed to create immersive stands for LEGO’s Friends and Duplo ranges as well.


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BEcause is an experiential marketing agency, dedicated to enhancing brand love.

We create meaningful, memorable and magical live brand experiences, designed...

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