Lego, a brand synonymous with creativity and play, has unveiled an inventive augmented reality (AR) experience titled “Snow Throw,” uniting its global community this holiday season. The interactive challenge, available at Lego’s flagship stores on 5th Avenue, New York, and Leicester Square, London, invites participants to engage in a transatlantic digital snowball fight, showcasing the brand’s commitment to innovative and inclusive play.
The Snow Throw activation, launched on November 8 with notable figures Eva Chen and Millie Mackintosh initiating the first snowball throws, capitalizes on the growing interest in AR technologies while fostering a sense of global community and competition. This initiative is part of Lego’s larger “Play is Your Superpower” campaign, emphasizing the importance of play in both children and adults.
In a post-pandemic landscape where in-person experiences are increasingly valued, Lego’s AR challenge aligns with similar strategies by other brands like Target and J.C. Penney, focusing on enhancing the physical shopping experience. The Snow Throw contest not only promotes the brand’s holiday offerings but also resonates with a wider, tech-savvy audience, especially younger consumers drawn to AR and digital interactivity.
Lego’s Snow Throw AR experience is a masterstroke in experiential marketing, blending digital innovation with the festive spirit of community and competition. By tapping into AR technology, Lego not only showcases its commitment to leading-edge, engaging consumer experiences but also strengthens its brand message that play is a powerful, unifying force across ages and continents.