Lego Creative Play

Overview: The 360 PR created the Lego Builders of Tomorrow campaign to inform parents of the importance of creative play and give them tools to help raise ingenious play for their children’s. With the use of a variety of online media tools, the campaign aimed to create a dialogue with parents about the benefits of creative play and position Lego as a parenting resource in turning children into “Builders of Tomorrow”.

Research:

The study by the Kaiser Family Foundation (March 2006) stated that Lego found that children were spending more time with electronic media instead of the creation of imaginative play. Qualitative research help Silver Stork Research’s gather the parent’s opinions without relying on formal and that leads to the informal

The tactics that were used were in the campaign were the website that gave tips to parents, scholarship contest, Lego podcast series, and a blog for dads. Furthermore, Lego established a donation program as a tactic to attract positive attention and awareness to Lego and the campaign. The Lego action strategies was to convince parents to believe in Lego and the message it was sending with “Lego Builders of Tomorrow campaign by first forcing parents to not only analyze their children’s current playtime, but their parenting in general. The theories that are relevant in this case study that were applied in this campaign were the system theory because Lego evaluates the relationship of the parents and kids with the product and structure in order to relate them to the whole. Lego uses the social exchange theory to evaluate the behavior of parents and kids. Social learning theory is used in this campaign by the researches as a way to explain and predict the behavior of parents and kids. Gratifications and us theory is used by the researches as a way to explain parents that kids are actively users of media. The principles of communication that are reflected will be in social media, blogs, informative website that are appropriate for the process of the

Lego stated that the campaign gained more than 92 million impressions, showing the extent of awareness in a large number. Lego also announced that the Playtime Podcasts, which were featured on the Builders of Tomorrow website, were submitted to several of the top podcast directories. However, being listed on a directory, however, does not mean much in terms of successful campaign results. It is not difficult to be part of an online directory and therefore cannot be classified as a measurement of success. Since, the objective of the campaign was not clear, results lacked substance in proving a strong outcome. Information showing results of the amount of parents who actually used and approved of Lego to foster creative play would have proved the campaign’s worthiness. The timing of monitoring and or post campaign evaluation was sufficient to give an effective measure of success because it determine the progress towards objectives, assess unanticipated results, determine variance between actual and planned progress and specify effects of variance and define reasons for variance. The types of evaluation measures that were use are the implementation checking since it involves how the campaign had variations from the original plan that was created and then by several will be analysis and explanations from the researches they take a decision that can be made to