Lego Unleashes AR for an Epic Transatlantic Snowball Battle

Article Brief:

In a bid to make the holiday season more engaging, Lego has introduced an augmented reality (AR) "Snow Throw" contest where participants can have fun competing in a snowball throwing challenge, as revealed in information shared with Our Website.

Snow Throw is a game available at Lego's flagship stores in New York and London. It allows shoppers to digitally throw snowballs and compete with each other to see which city can throw the most. Live leaderboards in each store keep track of the scores. Snow Throw is a part of Lego's "Play is Your Superpower" campaign and will be active throughout the holiday season. This initiative showcases how certain brands are utilizing emerging technology to enhance their seasonal marketing strategies.

Article Insight:

In an effort to embrace the holiday spirit, Lego is utilizing augmented reality (AR) and friendly competition to unite shoppers worldwide. With the Snow Throw challenge, Lego aims to foster a stronger sense of community, a feeling often associated with this festive season, while also captivating younger audiences through the implementation of AR. Other companies are following suit by incorporating exciting technology into their seasonal endeavors. For example, Coke is expanding its “Create Real Magic” AI platform to include holiday postcards this year.

Snow Throw is now available to play at Lego's 5th Avenue store in New York and its Leicester Square location in London during the holiday season. This allows shoppers from both cities to compete in a digital snowball throwing game. The launch of this activation took place on November 8th, with fashion editor Eva Chen and television star Millie Mackintosh being the first to throw snowballs for their cities, accompanied by their children.

This year, many brands have focused on creating in-person shopping experiences after years of pandemic restrictions. They aim to attract consumers who are eager to return to the real world. For instance, Target has planned a Target Wonderland pop-up tour and travel-inspired in-store displays as part of their holiday blitz. In a similar vein, J.C. Penney has made efforts to improve store navigation to enhance the experience of giving larger gifts.

The Snow Throw initiative is part of Lego's larger "Play is Your Superpower" campaign, which was initially launched in September. The most recent version of the campaign, unveiled earlier this month, centers around a festive 30-second hero spot. This spot showcases children, adults, and animated Lego gifts coming together for an exciting snowball challenge. Designed to promote the importance of play, especially within families, Snow Throw serves as an extension of this marketing push.

Natali Stolovic, head of Lego Retail at the Lego Group, shared in release details that their Holiday campaign this year aims to highlight how the Lego play experience takes ordinary family moments during the festive season to an extraordinary new level. To showcase this, they have transformed a regular family shopping trip into an exciting snowball challenge against shoppers from across the globe. Additionally, as part of their holiday efforts, Lego stores have launched the annual Build to Give initiative. They are encouraging consumers to create a heart using Lego bricks and share it on social media with the hashtag #BuildtoGive. With each post, Lego will generously donate a Lego set to a child in need.