LEGO is a line of plastic construction toys that are manufactured by The LEGO Group, a privately held company based in Denmark. The company’s flagship product, LEGO, consists of colourful interlocking plastic bricks accompanying an array of gears, figurines called minifigures, and various other parts. LEGO pieces can be assembled and connected in many ways, to construct objects; vehicles, buildings, and working robots. Anything constructed can then be taken apart again, and the pieces used to make other objects.

LEGO BeNeLux gave us the following briefing: “Create Spinjitzu Spinner craze in Belgium, Luxembourg and The Netherlands.” The main focus laid on driving in-store traffic, stimulating UGC creation and showing the coolness and fun of the LEGO Ninjago Spinjitzu Spinner.

An online video contest was launched and announced by YouTuber and influencer Dylan Haegens. Children could send in a video of their coolest Spinjitzu Spinner trick – inspired by Dylan’s Top 10 LEGO Ninjago Trickshots video with 556.726 views.

We installed a Spinjitzu Spinner trick zone complete with a battle table and several ramps in 436 toy stores in the BeNeLux. Here we encouraged kids to practice their tricks and to share them on social media with the hashtag #BeNinja. A little over 100 kids uploaded their trick shot.

Per retailer, we selected 5 winners. These winners were invited to a live trick show with Dylan Haegens in 2 selected DreamLand stores in Belgium and 4 Intertoys XL stores in The Netherlands. During the show, they showed their trick live to Dylan.

After careful consideration Dylan chose the ultimate Spinjitzu Master. He or she won the grand prize – a complete LEGO Ninjago toy set. After the show, hundreds of kids could meet Dylan Haegens and take a photo with him.

Meanwhile, we organized a Spinner Personalization Roadshow, a second event, in 29 FUN stores in Belgium. In each store a promo team helped kids to practice their Spinjitzu Spinner tricks and personalize their spinners with lots of cool stickers.

In total, we welcomed more than 2.000 kids in the 6 locations during the event with Dylan Haegens. Our Spinner Personalization Roadshow reached 1.011 kids.

The in-store activations in combination with the integration of an influencer led to a successful campaign and a complete sellout of the Spinjitzu Spinner in the BeNeLux.

  • To the entire Done by Friday team: my biggest compliments! All the events were very professional and everything ran smoothly. Kids happy, Dylan happy and LEGO happy! Many thanks for your enormous efforts, very much appreciated!

    Head of Marketing LEGO
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