Initiative Mediabrands Content Studio, Nitro Circus, Lego City, and Initiative forge an exciting partnership

Two of the world’s coolest brands, LEGO and Nitro Circus, have come together in a high-adrenaline integrated partnership delivered by Initiative and Mediabrands Content Studio. To promote LEGO, Nitro Circus, an extreme circus king and queen, was partnered by LEGO. LEGO CITY Stuntz range.

Nitro Circus is an important cultural force. This entertainment company is known for its exciting brand of entertainment, which engages millions around the globe. Nitro World Games will be the end of gravity-defying thrills. This competition will be held in Brisbane from 22-22 April.nd + 23RdOctober) is the event being held, for the very first time outside the USA.

Nitro Circus or Nitro Game can be a great way to strengthen 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.

Chris Colter, Chief Strategy Officer of Initiative said this world’s-first opportunity was too good to ignore and has already become a career highlight.

Colter stated: “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.  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’s signature stunt with a vehicle

Nitro World Games is putting all in to make this a memorable day. They are running an integrated contest across TV and OLV that invites kids from across Australia to create their LEGO stunt cars. The grand prize winner of the contest will receive a trip to Brisbane for Nitro World Games Brisbane, where their LEGO creation will be unveiled.

Angie Tutt Sr., Head of Marketing LEGO ANZ “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 offered a chance to create your very own 2022 tour. LEGO CITY Stuntz contraption, which will be unveiled at Nitro World Games Brisbane, in front of the Suncorp Stadium crowd with more fans tuning in from 130+ countries around the globe.

Other elements include video amplified on Foxtel, digital audio, OOH and local radio print.

Agency credit:
Mediabrands Content Studio & Initiative

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Initiative Mediabrands Content Studio, Nitro Circus, Lego City, and Initiative forge an exciting partnership

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