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FMBX News
Posted: Aug 2, 2011
Wax on the LEGO brick road
LEGO, the iconic brand and one of the world's leading manufacturers of play materials for children, is working with Wax Live, the experiential arm of Wax Communications, to bring the Extreme Machine Challenge to the UK this summer. The campaign is asking LEGO Technic fans of all ages to invent and build their own Extreme Machine using LEGO Technic to win a range of amazing prizes. A panel of judges from The Gadget Show, How It Works magazine and LEGO Technic will pick winners based on style, function and imagination.
Harry Harrison of LEGO Technic says, "With LEGO Technic the possibilities are endless, so we are asking people to run with their imagination and invent their ultimate 'Extreme Machine'! It'll be a lot of fun whether you're five or fifty. People can get involved either by coming along to the roadshow, or by building or drawing their own ‘Extreme Machines’ at home and uploading the image online at www.LEGOtechnicchallenge.co.uk."
The LEGO Technic Invent and Build Garage will be visiting top toy stores Smyths, Center Parcs holiday destinations and LEGOLAND® locations until September, giving fans the chance to come along and get hands on with loads of LEGO Technic to build their own Extreme Machine. Models built on the day will be entered into the main prize draw, with participants having the chance of walking away with one of the extra daily event prizes.
Lucy Gillions, Wax Live’s experiential director comments, "This is the latest in an exciting series of experiential campaigns we have delivered for LEGO Technic. It’s such a captivating product that experiencing it first hand is the perfect way to engage kids and parents and draw them into the brand."
Wax has maximised the campaign reach by giving people the opportunity to enter from home as well as the live events, and developed a prize structure to reflect the wide age range of fans.
