LEGO Slides Into World Play Day
Today we play! The LEGO Group recently encouraged Bluewater visitors to bring their ‘Superpower of Play.’
Shoppers of all ages were surprised with a unique slide installation outside the LEGO store in Bluewater, all in honour of World Play Day (12th October 2023).
Installed between 9th - 15th October, the slide proved extremely popular amongst Bluewater visitors, encouraging a total of 3,787 people to take the plunge! That's an average of around 500 people per day.
The activation garnered superb online interaction too, with accumulated TikTok views totalling well over 2 million.
Bluewater themselves also saw a flurry of online activity around their online announcements, with their social media posts achieving 377% increase in reach from their usual activity and the dedicated webpage attracting more views than the centre map, opening hours and dining directory pages.
Footfall to the centre also increased by 26% vs the previous year due to the social buzz created around the slide.
The installation was a result of expert engineering and production from Alter/d and PrintHub - bringing the planning of Rapport and Initiative to life in time for the event.
The slide was supported by 5mx3m hanging Banner site and directive floor vinyls that connected the installation to the LEGO store.
“The World Play Day slide allows us to cut through to consumers both in real life & online but most importantly safety & consumer experience was put at the heart of the execution, allowing us to champion the playful nature of the brand & perfectly amplify the broader sentiment of the World Play Day campaign.”