Artificial reality meets a Lego snowball throwing contest. Lego recently joined the long list of companies using technology to build innovative seasonal marketing campaigns to increase in-person shopping. Displayed on the windows of the company’s flagship stores in New York and London, the “Snow Throw” contest allows shoppers to digitally throw snowballs to put their city on the live leaderboard. Snow Throw is the latest installment of Lego’s greater “Play is your Superpower” campaign that “[encourages] families to prioritize play.” AR marketing is certainly not a new venture for many brands, but even as artificial intelligence makes headlines, these campaigns prioritize engagement in an experiential way—which young consumers want from brands. (Marketing Dive)
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