Lego set to launch digital campaign for new Mixels models
Lego is to launch a digital campaign across mobile and web, in the first, global joint venture between Lego and Cartoon Network.
The campaign, produced in partnership with SuperAwesome, will launch across the agency’s multi-channel kids and teens marketing platform.
Lego Mixels was released in stores on 1 March and the franchise includes characters that can mix and combine with one another to create “wacky characters” and are available as cartoon content and mini Lego construction toys.
Harry Harrison, Lego Mixels brand manager commented: “With children today interacting with content across so many different channels, it can be a tough challenge to engage meaningfully across this competitive landscape. SuperAwesome’s multichannel platform is the ideal environment to bring this new game-changing play theme to life in the digital realm.
“From designing their very own Mixels character to winning prizes, this digital campaign will offer a truly fun and interactive hub for Lego Mixels fans.”
The campaign is set to reach over 30 million kids and teens every month on mobile, web, video and physical discovery channels.
SuperAwesome’s platform also allowed the Lego campaign to include an HTML5-based digital painting application, accessible from any smartphone, tablet or computer.