Case study 01 / 09
LEGO Education
Launching SPIKE Prime to classrooms worldwide: the NYC launch event, the social launch, partner toolkits and a global confidence study.
- Client
- LEGO Education
- Year
- 2019
- Product
- SPIKE Prime
- Services
- Launch event, social, toolkits, research creative
- Result
- 946+ media placements
The launch
A new way to learn STEAM, launched everywhere at once.
SPIKE Prime brought LEGO bricks, motors, sensors and coding into middle-school classrooms. The launch had to land with press, teachers and parents on the same day, in every channel.
- 01Global press event in New York
- 02Social launch and paid amplification
- 03Toolkits for educators and partners
- 04Confidence study with Harris Insights
By the numbers
One launch, seen around the world.
946+
Media placements
8.6B
Potential reach
110M
Social impressions
Earned and owned
151K
Website visitors
Launch recap
New York, launch day.
Launch event recap · Spring Studios, New York
The event
3,400 sq ft, built in under 36 hours.
We planned the floor from the bare studio up: a press stage and product showcase, a green room for executive briefings, and a production office that ran as the social war room on the day.
- 30 ft wall decals
- 40+ media interviews on site
- 450 sq ft wardrobe room
From render to room
Every zone, planned then built.
Event renders and the finished space
Coverage
The press showed up.
725+
Organic coverage pieces
148
Broadcast segments
40+
Secured interviews
Social launch
87 pieces of content, posted in 8 hours.
The official SPIKE Prime reveal went live across LEGO Education channels, with a paid push on Facebook and Twitter and ready-to-post toolkits so partners and educators could join in.
- 110M earned and owned impressions
- 9M paid impressions
Toolkits
Ready to post, on brand.
Confidence is key.
Global confidence study with Harris Insights
The research
Data that gave the launch a point of view.
A global survey with Harris Insights of parents, teachers and students on the role confidence plays in middle-school learning. We turned the findings into confidence cards, infographics and the walls of the event itself.
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