Initiative and Mediabrands Content Studio have partnered up with Nitro Circus to promote Lego’s Lego City Stuntz range. The partnership will see Lego partner closely with Nitro Circus for the 2022 Australian tour.
Nitro Circus, a brand well-known for their action sports entertainment that engages millions worldwide, is Nitro Circus. This year, the Nitro World Games will end all of these gravity-defying thrills. This annual competition, which will be the premier in the world, is being held in Brisbane between 22 and 23 October.
Nitro Circus and Nitro Game provide the most effective ways to build your team. ‘cool’The new factor Lego City Stuntz range and excite kids – young and old – as it’s broadcast in over 130 countries during two days of extreme events, said a release.
“We set out to build an idea and strategy worthy of Lego City Stuntz, bringing the cool factor to the brand and engaging a new audience of Lego fans in unexpected and exciting ways,”Initiative’s Chief Strategy Officer is Chris Colter.
“What better way to achieve this than partnering with thrill-based entertainment company Nitro Circus whose mantra is to push the boundaries of what is humanly possible.”
Initiative partnered with Mediabrands Content Studio to lead the campaign from idea to execution, negotiating bespoke inclusions such as Lego installations during Nitro Circus’s Australia tour and around Nitro World Games; talent-led social; co-branded marketing; on-ground activations with brick-in-hand experiences; fan days with Nitro’s extreme athlete talent; a Lego trophy for each tour stop’s stunt of the night; and the coolest of all activations – a custom Lego CityNitro Circus signature stunt: Vehicle is used
Angie Tutt, Senior Director Head Marketing Lego Anz said: “Partnering with the coolest and biggest stunt team in the world, Nitro Circus, was a perfect way to show kids all the cool things you can do with Lego City Stuntz, through real-world action. We are absolutely delighted with the results and can’t wait for the epic competition of the Nitro World Games in Brisbane!”
Brett Clarke, Chief Commercial Officer of Thrill One Sports and Entertainment, Nitro Circus’ parent company, said: “This relationship highlights the creativity that fuels both Nitro Circus and Lego. From athletes coming up with never-seen-before tricks to the production team building innovative new ramps, that drive to create elevates our live show. Teaming up with Lego brought even more exciting moments to life for fans during our Australian tour earlier this year and now we look forward to taking the partnership to the next level with Nitro World Games.”
Lego’s partnership with Nitro Circus was showcased at all eight live events held in regional Australia earlier this year reaching an estimated live audience of 75,000 fans. Cartoon Network featured the 2022 tour and a competition to design your own. Lego City Stuntz device. The device will be revealed at Nitro World Games Brisbane, where it will be seen by more than 130+ fans from around the globe.
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