The creative strategy was to make the season opening of Legoland late March depend on assistance from families living on the south coast of Norway.

The idea was to arrange a search for eight Legofigures, who were reported missing after visiting relatives in Norway.

The eight were reported missing in geographically segmented radio spots and on banner ads. The missing announcements led to a campaign site on Facebook.

On the site, colleagues of the missing minifigures desperately urged Norwegian families to help find the eight, based on MMS with local pictures taken by the eight where they had got lost.

The captures following the local pictures all commented on relevant contrasts between icy uptight Norway and fun summery Denmark.

As finders' rewards, Legoland offered all-inclusive spring trips, which were in fact the real product. The trips were presented in pictures and videos on the site.

Thousands of families in the exact towns where Legoland has its Norwegian target audience engaged in the search, day and night, physically and digitally.

We used every chance to create dialogue with users on the site, telling them about and sharing pictures and videos of Legoland, preparations for the season opening, new attractions etc.

By discussing the clues that were published on the site, users helped spread the campaign through Facebook news feeds.

Following the campaign, sales of package spring trips from Norway to Legoland, Denmark went up by 120% compared to the previous year.