Lego minifigures treasure hunt
The brand will begin offering its miniature characters as individual, limited-edition collectables this week. It also plans to run digital activity with a ‘treasure hunt’ theme.
The first range will comprise 16 Minifigures, which will be sold in opaque foil packets so that consumers cannot see which character they are buying. The campaign will target Lego’s core audience of six- to 11-year-old boys and run across children’s websites such as Nickelodeon, Cartoon Network and Toonattik. Minifigures will be hidden within ad formats on the sites. When users find and click on them, they will be given a virtual character, which they can then place in a ‘trophy cabinet’. Those taking part in the Lego ‘treaure hunt’ will be entered into a prize draw and awarded 20 Swapit points when they unveil each Minifigure. The points can be redeemed through the website swapit.co.uk on items such as books, cards, collectables and gadgets. Lego will also be offering a free Minifigure to readers of The Beano next month.
