Title	LEGO NEXO KNIGHTS
Brand	LEGO
Product/Service	LEGO NEXO KNIGHTS
Category	B07. Use of Competitions & Promotional Games
Entrant	AFFECT Moscow, RUSSIA
Idea Creation	LEGO Moscow, RUSSIA

Name	Company	Position
Aleksandr Sopenko	Affect	Creative Director
Anton Simanenko	Affect	Creative Director
Denis Zaharov	Affect	Creative Group Head
Dmitriy Shavleev	Affect	Art Director
Anna Kuzicheva	Affect	Senior Designer
Alexey Kulichenko	Affect	Designer
Elvira Gainulina	Affect	Designer
Andrey Novikov	Affect	Account Director
Galina Shubic	Affect	Client Service Director
Arina Egorova	Affect	Senior Account Manager
Naina Ramazanova	Affect	Account Manager
Dmitriy Kurlishov	Affect	Technical Director
Yaroslav Kukley	Affect	Project Manager
Maksim Galeev	Affect	Project Manager
Anton Nikolenko	Affect	Programmer

The Campaign

Creation of the virtual NEXO KNIGHTS Academy on the web-site lego.com to be adapted for 18 European countries. The project legend has it that the Knights Academy was created by the digital wizard Merlok 2.0 to train protectors of the Kingdom of Kighton against evil. The training in the Academy lasted five weeks and included many mini-games, quizzes and competitions. After having completed tasks, the players obtained elements to create the NEXO Powers - a special shield with magical properties. In the final task the participants had to create their own unique NEXO Power from elements they obtained. Every week LEGO decided winners who got prizes - sets from the new range. The big winner went to the theme part LEGOLAND Billund for a week. And the NEXO Power created by them became a part of the mobile application LEGO® NEXO KNIGHTS™: Merlok 2.0.

Campaign Success

Every month from February to June of 2016 new European countries joined into the game. Both the language and prizes were adapted for them. The previous projects showed a high rate of refusals when it was necessary to create a profile in LEGO ID. In order to reduce such a rate, we provide the opportunity to start the game in single-click ease and register later to save the progress. After the Academy had been started on YouTube, there came videos with solutions of tasks, and this indicates a high interest to the project.

Describe the success of the promotion with both client and consumer including some quantifiable results

Only Russian kids spent more than 13 000 hours in the Academy. As a part of the contest we got 1 645 new NEXO powers created by kids including Burrito Rage and Homework Crusher. NEXO Knights sets have become extremely popular with 18 868 Fortrex sets sold just in Russia. The Merlok 2.0 game app was installed more than 10 000 times. And we gained about 32 213 Academy applicants all over the world. With the games played about 1 145 000 times.

Explain why the method of promotion was most relevant to the product or service

Nexo Knights is a new world, yet unknown to admirers of LEGO. In order to inspire them, it's necessary to tell the story, introduce heroes and help to find favourite characters. To teach players to be knights in the digital world of Nexo. That's why we started up the virtual Academy. We managed to "activate" the audience by means of a competitive mechanism with prizes in 18 European countries. Such a mechanism produced excellent results and introduced LEGO admirers with the world of NEXO KNIGHTS in the first months after the product had been unveiled.

Audience: children of 8-14. New tasks of the Academy appeared in turns every several days during five weeks. This motivated players to return to the platform without any additional notifications (under the internal regulations LEGO is not entitled to gather children's contacts and do mailout). On the platform there were activations, every of which resolved specific tasks: - Involvement into the game world. In order to give right answers in quizzes, children need to watch the animated series of Nexo Knights. Thus, we integrated the LEGO content into the platform. - Introduction of products. In order to execute some tasks, it's necessary to closely examine erector sets in Lego shops or on the official web-site. - Promotion of the game application. The Nexo Powers can be scanned by the mobile camera and you can obtain bonus in the game.