LEGO on the hunt for Ninjago masters

LEGO® has developed a nationwide brand outreach programme designed to immerse consumers into the world of the revolutionary new Ninjago range of spinning collectable mini figures.

Designed and implemented by Norton & Co, the LEGO Ninjago Brand Ambassador Programme 2011, aims to introduce an experiential partnership concept to actively engage boys aged six and over with the brand.

The new campaign will target martial arts classes throughout the country, in a nationwide search for LEGO Ninjago Brand Ambassadors via something called the Spinjitzu Challenge.

Each martial arts class will be provided with the Spinjitzu Challenge brief and LEGO Ninjago sets and then tasked with devising a two-minute LEGO Ninjago battle sequence, which they will record and upload to the LEGO Ninjago microsite.

The winning class will be crowned as brand ambassadors with one chosen pupil as the overall Master. Prizes for the campaign include a trip to LEGO headquarters in Billund, Denmark to meet the LEGO Ninjago team.

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