Stephanie Caruso
Stephanie Caruso
My team was asked to build awareness around the opening of LEGOLAND New York in the heart of New York City. In partnership with our LEGO clients and Golin we created a PR-worthy experience to get families excited about the new resort just a couple hours from their front doors.
We worked with LEGO Master Builders to create a brick-based dragon taxi—built for guests to hop in for the perfect shareable moment in Union Square. It was accompanied by a scaled-down recreation of the LEGOLAND New York archway when you enter the park for even more photo opps and engagement with LEGOLAND characters and LEGO brand ambassadors.
Renderer and Designer: Marilyn Duellman | 3D Illustrator: Mark Murphy | LEGO brick-based dragon taxi: LEGO Master Builders
In addition we created a LEGO Dragon Coaster inspired illusion limo wrap as part of a spotter program to get attention around the city, as well as transportation to LEGOLAND New York for our sweeps winners. Our spotter program and sweepstakes was simple: snap a pic of our limo, share with #TakeMeToLEGOLANDNYC #Sweepstakes, be entered for a chance to win a trip to LEGOLAND New York the next day!
The inside of the limo was tricked out with LEGOLAND, NY swag to make for a playful trip to the park.