High margin brand activation
Posted: October 23rd, 2008 | Author: J A M E S | Filed under: brand development, inspiration | Tags: brand activation, legoworld, merkactivatie | No Comments »
LEGOWORLD : Great Fun. Great Activation.
Probably, also great Margin.
The past few years, we’ve seen more and more brands re-think their marketing mix. Simply putting your name on the back of a football team is becoming rather ‘last season’. Cleverly, some companies are using their ‘brand activation’ efforts to generate revenue as well as recall, loyalty, rumour and excitement.
Last Saturday I took my god-son Justin to a great example of this: LegoWorld. All of the existing and new product lines (Pirates, City, Techno, Star Wars, Ferrari, Racers, Indiana Jones, you name it) were featured, as well as a room full of exhibitions by fanatic Lego freaks, who had built scale models of everything from the royal palace and a cruise ship to a roman battle (I tell you, there are some REALLY enthusiastic Lego-heads out there) Read the rest of this entry »
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