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Quest to Legoland

basics
Industry: Culture, Recreation & Sport
Media:Cyber
Market:United States
Style: Minimalism
descriptioncnen
CampaignDescription

We reinvented the GPS for kids using Google Maps and brought LEGOLAND stories together with GPS data to transform the phone’s GPS into an immersive LEGOLAND adventure. The GPS experience is mapped in real-time using Google Maps data, adjusting to any changes in the route. Because every trip is based on a specific route, what kids see in app is unique to them, just as with a traditional GPS. To curate the experience for kids, more than 5,000 kid friendly landmarks were chosen and integrated into the experience so each landmark has something new to discover. By integrating real world destinations into imaginary storylines and games, every trip is a unique adventure. Not only are kids informed about their trip’s progress, they’re also engaged and entertained by their surroundings. As the kids share new discoveries with their parents, the trip becomes an interactive and educational game.
Execution

Four stories were written to adapt to the real-world. As families approached the park, they discovered various park characters and their stories by unlocking milestones.The GPS experience uses Google Maps data and manually identifies the exact geo-coordinates of more than 5,450 landmarks across the United States. When a user enters their starting location, the app plans a route to LEGOLAND, pulling in 60 points of interest along the way. Each landmark is then matched with an activity — from fun facts and quizzes to themed games. As kids travel along their route, they discover the landmarks around them and unlock games to progress in the story. The Google data is integrated into a LEGO-themed environment. At each landmark the game consults its database to understand the type of landmark to display. A unique landmark was also designed for each one of the LEGO stories. The game then determines the story being played and matches the landmark icon to the LEGO world.By drawing from a database of thousands of quizzes and fun trivia, each landmark is displayed with information about the destination to ensure kids are engaged, no matter where their family starts their drive.
credit
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Other credit:Entrant Company: VML, New York, USA
Media Agency: VML, New York, USA
Additional Company: THE ZOO, Mountain View, USA
Global Chief Creative Officer, Debbi Vandeven, VML
Managing Director, Creative Technology, Craig Elimeliah, VML
Senior Development Engineer, Josh Wolf, VML
Group Director, Client Engagement, Becka Vigorito, VML
Supervisor, Client Engagement, Julia Mooradian, VML
Associate Creative Director, Laurie Hollar, VML
Business Affairs Manager, Cindy Morales, VML
Data Analytics, Peter Chobanian, VML
Vice President, Marketing & Sales, Rex Jackson, LEGOLAND Florida Resort
Head of Marketing, Audrey Padgett, LEGOLAND Florida Resort
Executive Producer, Kolby Slocum, VML
awards
The One Show 2018
Merit Branded Entertainment
Innovation in Branded Entertainment
The One Show 2018
Merit Branded Entertainment
Mobile Apps
The One Show 2018
Merit Mobile
Applications
Cannes Lions International Festival of Creativity 2017
Silver Entertainment
Innovation in Brand Experience
Cannes Lions International Festival of Creativity 2017
Bronze Digital Craft
Native & Built-In Feature Integration
Cannes Lions International Festival of Creativity 2017
Bronze Mobile
Activation by Location
Cannes Lions International Festival of Creativity 2017
Shortlist Digital Craft
Data Storytelling
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