LEGO HARRY POTTER MAGICAL MYSTERY HUNT

A nationwide hybrid experience for PR challenging LEGO Harry Potter fans to crack clues to find the mystery location of the LEGO Ford Anglia

OBJECTIVE

Drive awareness of LEGO Harry Potter during the 20th Anniversary year celebrations creating standout amongst the competition for LEGO

STRATEGY

The 20th Anniversary celebrations provided a means to Engauge LEGO and Harry Potter fans, but to drive reach, we needed a solution which could be enjoyed by the masses nationwide while delivering amplifiable content for PR and Media channels.

SOLUTION

A digital treasure hunt experience that could be accessed both at home as well as through a hybrid physical and digital hunt in London, Cardiff & Edinburgh.

Fans joined the hunt to solve clues to unlock exclusive A/R content to reveal the hidden location of the LEGO Ford Anglia somewhere in the UK.

By taking part all fans could enter to win 20th Anniversary LEGO Harry Potter prize, with in city participants visiting their local LEGO store to claim a free LEGO golden snitch. .

BUSINESS IMPACT

Visibility and awareness for LEGO Harry Potter increased by 50% year on year driving increased sales in the lead up to Christmas 2021