The LEGO brand and Nitro Circus, the action sports entertainment powerhouse, have come together in an integrated partnership delivered by Initiative and Mediabrands Content Studio.
The gravity-defying thrills of Nitro Circus will culminate with the Nitro World Games. This competition is coming to Brisbane (October 22-23) and, for the first time, is being held outside of the US.
Nitro Circus and Nitro World Games provide the ultimate opportunity to reinforce the ‘cool’ factor of the new LEGO CITY Stuntz range.
Chris Colter, chief strategy officer of Initiative: “We set out to build an idea and strategy worthy of LEGO CITY Stuntz, bringing the cool factor to the brand and engaging a new audience of LEGO fans in unexpected and exciting ways.
"What better way to achieve this than partnering with thrill-based entertainment company Nitro Circus whose mantra is to push the boundaries of what is humanly possible.”
Initiative partnered with Mediabrands Content Studio to lead the campaign from idea to execution, negotiating bespoke inclusions such as LEGO installations during Nitro Circus’s Australia tour and around Nitro World Games; talent led social; co-branded marketing; on ground activations with brick-in-hand experiences; fan days with Nitro’s extreme athlete talent; a LEGO trophy for each tour stop’s stunt of the night; and the coolest of all activations - a custom LEGO CITY vehicle used for a signature Nitro Circus stunt.
For Nitro World Games the team is stepping it up a notch by running an integrated competition with Cartoon Network across TV, OLV and digital to invite kids from across Australia to design and build their own LEGO CITY stunt vehicle, with one grand prize winner having the opportunity to receive a trip to Nitro World Games Brisbane and unveil their LEGO creation.
Angie Tutt, Sr. Director, head of marketing LEGO ANZ said: “Partnering with the coolest and biggest stunt team in the world, Nitro Circus, was a perfect way to show kids all the cool things you can do with LEGO CITY Stuntz, through real-world action. We are absolutely delighted with the results and can’t wait for the epic competition of the Nitro World Games in Brisbane!”
Brett Clarke, chief commercial officer of Thrill One Sports and Entertainment, Nitro Circus’ parent company, said: “This relationship highlights the creativity that fuels both Nitro Circus and the LEGO brand. From athletes coming up with never-seen-before tricks to the production team building innovative new ramps, that drive to create elevates our live show. Teaming up with LEGO CITY brought even more exciting moments to life for fans during our Australian tour earlier this year and now we look forward to taking the partnership to the next level with Nitro World Games.”
The LEGO CITY partnership with Nitro Circus was showcased at all eight live events held in regional Australia earlier this year reaching an estimated live audience of 75,000 fans.
The 2022 tour featured a competition through Cartoon Network to design your own LEGO CITY Stuntz vehicle, which will be unveiled at Nitro World Games Brisbane, in front of the Suncorp Stadium crowd with more fans tuning in from 130+ countries around the globe.
Additional elements included digital amplified across Foxtel, video, social, local radio, print, OOH and more.
Agency Credit:
Mediabrands Content Studio & Initiative
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