Quest to LEGOLAND, a fun, free-to-play app that turns the family road trip into an engaging adventure for kids, recently received multiple awards at the 64th International Festival of Creativity that recently took place in Cannes, France. The annual event draws thousands of advertising and marketing professionals from around the world for a celebration of creative excellence in communications, including the announcement of the prestigious Cannes Lions awards.
During this year’s festival, the Quest to LEGOLAND app, a collaboration between LEGOLAND Florida Resort, global marketing agency VML, MediaMonks and The ZOO, Google’s internal creative think tank for brands and agencies, received multiple Cannes Lions for its innovative use of real-time GPS mapping data that transforms a family’s car ride to the Florida vacation destination into a themed quest filled with games, puzzles and location-based trivia:
“We like to say that our resort is built for kids to take the lead,” said Rex Jackson, vice president of marketing and sales at LEGOLAND Florida Resort, “so this app is a wonderfully creative expression of how we view kids as the heart of the LEGOLAND experience. With Quest to LEGOLAND that experience now begins before kids have even left their driveway.”
Available as a free download for Android and iOS mobile devices from Google Play or the App Store, Quest to LEGOLAND lets kids 6-12 choose a LEGO® Minifigure pirate, adventurer, knight or surfer for a fully themed adventure as the family travels to the multi-day resort, powered by GPS data in real time. Instead of providing traditional turn-by-turn navigation, the app lets kids unlock themed missions, play car games, answer trivia questions and learn about passing landmarks as location information pops up while they play.
With 40 total games, thousands of landmarks and contextual trivia, what kids experience depends on the route families take to the resort, so each quest is unique. Plus, with no hidden fees or opportunities for in-app purchases, Quest to LEGOLAND is a truly free experience that lets kids immerse themselves in the fun and creativity of LEGOLAND Florida Resort before they even arrive.
Instead of "Are we there yet?" they’ll be asking, “When can we go again?”
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