Quest to LEGOLAND
LEGOLAND Florida Resort
Issue 43 | June 2017
Agency
VML Kansas
Creative Team
Global Chief Creative Officer: Debbi Vandeven North American Chief Creative Officer: Mike Wente Managing Director, Creative Technology: Craig Elimeliah Creative Director: Harsh Kapadia Senior Copywriter: Justine Cotter Senior Art Director: Raihana Halim Senior Art Director: Everett Ching Art Director: Edi Loyola Producer: Cynthia Lin Group Director, Client Engagement: Becka Vigorito Supervisor, Client Engagement: Julia Mooradian Technical Director: Josh Wolf Associate Creative Director: Laurie Hollar Business Affairs Manager: Cindy Morales Planner: Sanya Deshpande Data Analytics: Peter Chobanian
Production Team
Production Company: MediaMonks
Other Credits
Vice President for Marketing and Sales, LEGOLAND Florida Resort: Rex Jackson Head of Marketing, LEGOLAND Florida Resort: Audrey Padgett Additional Company: The ZOO
Date
February 2017
Background
In America, when it comes to family vacations, parents prefer road travel because it gives them more control and quality time as a family. But after a short time in a packed car, the trip becomes all about “Are we there yet?”
Idea
The GPS was reinvented and a GPS made built for kids. The GPS starts the LEGOLAND adventure the moment families leave home by transforming the drive into a LEGO-themed ride - all the way to LEGOLAND Florida. Kids start by choosing a pirate, adventure, kingdom or beach theme and follow a LEGO Minifigure en route to LEGOLAND Florida. The app experience is mapped in real time using the Google Maps data.
As parents drive, kids learn about the world around them as natural and historical landmarks pop up on-screen. With over 5,000 landmarks, thousands of pieces of contextual educational trivia, and 40 games, kids are kept both entertained and abreast of their trip’s progress. Because every trip is based on a specific route, what kids see in the app is unique to their trip, just as with a real GPS. And, as the kids share their new discoveries with their parents, the trip becomes an interactive and educational game for the entire family.
Quest to LEGOLAND was designed to make the journey as much fun as a day at the resort. So that, "ARE WE THERE YET?!?" soon turns into “Ooh, can we go again?”
Results
Quest to LEGOLAND already lets kids take the lead on the road trip instead of feeling like they are stuck in the back seat of the car turning the journey into a fun and educational experience rather than feeling helpless or being glued to a screen while solving the age old problem of are we there yet. In it’s early days the app has already seen success in the media and is being well appreciated by the audience, both kids and parents.