The LEGO #GoBrick campaign, featuring the BrickHeadz product line, comes to life at the brand’s first New York Comic Con exclusive activation. Hard core IP fans have a chance to purchase one of only 1,000 limited edition, individually numbered, NYCC exclusive design packs: LEGO Star Wars BrickHeadz, Boba Fett and Hans Solo in Carbonite.
The #GoBrick zone, on the inner roadway at the entrance of the Javitz Center, is anchored by a big, colorful, eye-catching, brand-wrapped LEGO Food Truck where attendees purchase their amazing one-of-kind pack as well as other off-the-shelf products. Marcos Bessa, LEGO Senior Designer Super Heros/BrickHeadz design, is on site to meet and greet fans, sign boxes and preside over fun, competitive build challenges that reward winners with cool LEGO prizes. Attendees capture and share their #GoBrick moments posing with life-size versions of the exclusive BrickHeadz, Boba Fett and Hans Solo in Carbonite.
LEGO’s #GoBrick campaign empowers IP fans to become evangelists for the LBHz brand—fans listen to other fans. New York Comic Con is ideal for harnessing excitement about all things LEGO, Star Wars and pop culture. Activation objectives are to fuel enthusiasm for collecting, connect with IP audiences and create shareable moments. Mission accomplished—5,277 BrickHeadz sold over the four-day event. 180,000 hard core attendees create the right atmosphere and excitement to position LEGO Star Wars BrickHeadz as not just a fun toy, but also, a must-have collectable for all ages.
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- BrickHeadz product exclusive
- #GoBrick social media campaign
- LEGO Food Truck anchors activation
- LEGO Senior Designer, Marcos Bessa, on site
- Activation at NYCC entrance; 180k attendees
- 5,277 BrickHeadz sold over 4 days