Campaign: LEGO Santa Yoda
Company: LEGO Systems
Nonprofit Partner: Toys for Tots
Launch Date: November 22, 2011
[/box]Campaign Description:
LEGO Systems announced a new campaign encouraging consumers to share a LEGO Santa Yoda e-greeting for which the toy company will donate one new LEGO toy to the U.S. Marine Corps' Toys for Tots program, up to one million toys through December 24. A special microsite also features a contest with weekly prizes, holiday-themed polls and a wish list of LEGO Star Wars products.
Our Take:
In a crowded holiday toy market, LEGO is ensuring it stays top of mind by offering multiple draws for consumers to its special microsite, including a generous cause component. The microsite features a lego tower in progress to mark how many toys have been donated to date through consumer action, a nice addition to keep the cause front and center.
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[…] To drive online engagement, LEGO Systems is offering to give a gift to the US Marine Corps Toys for Tots each time a consumer shares a LEGO Santa e-greeting up to 1 million toys. […]