LEGO Let’s Play

In 2018, the LEGO Play Ball Tour was reimagined as the LEGO Let’s Play Tour with stops at 20 Minor League Baseball (MiLB) stadiums, 4 family-friendly events/festivals, and 2 COPU Univision soccer tournaments. Development of a new asset (Graffiti Wall), conceptualizing a new model (Hot Dog Mascot), all-new branding, a Marketing Tool Kit for teams to leverage their owned channels, producing training materials for staff, photo-ops, Snapchat filters, creation of a retail kiosk, reporting of metrics to the client, tour routing, and hiring staff were just some of the responsibilities involved.

LEGO Let’s Play Tour

CLIENT: LEGO Systems, Inc AGENCY: BuzzEngine

LEGO Let’s Play logo, jersey and cap

LEGO Let’s Play logo and application on jerseys and caps.

LEGO Let’s Play Tour Marketing Kit

LEGO Let’s Play Marketing Kit and Graphic Standards used for various tour stops to promote through owned channels. 

LEGO Let’s Play truck wrap

LEGO Let’s Play branding applied to the tour truck. Over 5 months, the LEGO brand garnered over 10,000 miles of exposure. Production and application by RMZ Installations.

LEGO Let’s Play build tables

LEGO Let’s Play branding applied to build tables.

LEGO Let’s Play race ramps

LEGO Let’s Play and LEGO SPEED CHAMPIONS branding applied to Race Ramps and build tables.

LEGO Let’s Play web ads

Examples of LEGO Let’s Play web and mobile advertising, and in-stadium video-board graphics provided to various tour stops to aid in their marketing efforts. 

LEGO Let’s Play staff training manual

A sampling of pages from the LEGO Let’s Play Staff Training Manual supplied to Tour Managers and Brand Ambassadors. This manual was provided to Brand Ambassadors as a PDF in advance of a tour stop to provide an overview about the company, its products, and the activation before the hands-on training the day of the event. 

LEGO Let’s Play Tour retail kiosk

LEGO Let’s Play retail kiosk created to promote and sell specific product lines while providing access to full LEGO online store. Production included branding of the unit, digital graphics, and programming the interface. Palm cards were created with discount codes for attendees looking to make purchases at home or from their mobile devices. 

LEGO Let’s Play photo ops

Photo opportunities with Brand Ambassadors armed with iPads and attendees with access to LEGO Let’s Play branded Snapchat filters. 

LEGO Let’s Play tour recap

Sample pages from the LEGO Let’s Play Tour recap document used to report end-of-tour metrics to the client. Pages were designed to highlight the most important information with maximum impact. Some of these graphics were converted to a slide show used to walk the client through the document. 

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