Quest To LEGOLAND
- Brand
- LEGOLAND
- Year
- 2017
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- VML
Objective
LEGOLAND Florida Resort sought to extend the park experience beyond its physical location and make the car journey itself engaging for children. Launched in Spring 2017, the campaign aimed to capture the attention of families driving to the resort during peak vacation season (Spring Break), while providing educational value through location-based learning during the road trip.
Solution
Quest to LEGOLAND was a GPS-enabled mobile app (iOS and Android) that transformed the drive to the resort into a LEGO-themed adventure game. Children aged 6–12 selected a Lego Minifigure theme (Pirate, Adventure, Kingdom, or Beach) and watched it navigate the actual route via real-time GPS mapping. The experience featured 5,000+ kid-friendly landmarks across all continental U.S. states, with interactive missions, trivia questions about nearby national parks and historic sites, and car games. The app used Google Maps API to dynamically create unique content based on distance and location, blending entertainment with educational value.
Results
The campaign won a Bronze Award at the 2017 Clio Awards in the Digital/Mobile category (Games).
