LEGOLAND® MINILAND Missions

In 2021 LEGOLAND® Windsor Resort incorporated augmented reality (AR) into the design and launch of LEGO® MYTHICA, a fresh IP featuring brand-new digitally enhanced experiences. After this hugely successful launch in the UK and powered by UK company Zappar’s AR technology LEGOLAND® Windsor Resort is now announcing a new AR enhanced MINILAND MISSIONS experience.

Cultural Insight:

The hidden force inside every child is creativity.

MINILAND is a core part of the LEGOLAND® theme park experience at our parks around the globe and has been a visitor favourite since LEGOLAND® first opened in 1968. Building on the success of LEGO® MYTHICA guests at our LEGOLAND® Windsor Resort can for the first time experience MINILAND in a new, modern way, revitalising the heart of the park with an interactive digital experience giving guests access beyond the fence to play with MINILAND – encouraging their imaginations to run free!

Open in lightbox

Open in lightbox

Innovation Solution:

The MINILAND MISSIONS immersive AR experience invites kids and their parents into a world fuelled by their imaginations, all built in Zapworks Studio, and activated exclusively via the LEGOLAND® Windsor app, which users are encouraged to download before they enter the resort.

Digital was employed to:

1. Breathe new life into MINILAND, a cornerstone of the LEGOLAND® experience at all our parks around the world.
2. Build a greater level of relevance and interest for guests.
3. Engage visitors through digital innovation in a transformational way that surprises and delights them whilst staying true to the LEGOLAND® MINILAND experience.

Open in lightbox

Open in lightbox

How we deployed AR:

There are four AR MINILAND MISSIONS for kids to complete, each mission is a mini-game relating to specific areas of MINILAND, and each comes with a new challenge to overcome:

Sneaky Sheep
Flood Fix
Air Rescue
Spy and Seek

The missions end with a digital reward and selfie photo feature, with the kids posing as the Hero Minilander celebrating their completed missions! Once you have completed all four missions and saved the day you can also enjoy a celebratory AR Parade with fireworks, a video celebration, and a transition scene to drive the narrative and tie the experiences together, but each mission also works as a standalone adventure.

AR was employed to:

1. Breathe new life into MINILAND, a cornerstone of the LEGOLAND® experience at all our parks around the world.
2. Overlaying the physical world of the resort with digital content to surprise and delight guests and enhance the visitor experience.
3. To bring this compelling experience to life LEGOLAND® Windsor Resort teamed up with AR specialists Zappar. Created using Zappar’s technology, the AR functionality was added into the LEGOLAND® Windsor resort native app to help visitors immerse themselves in these new MINILAND MISSIONS.
4. The AR is activated exclusively via the app, which users are encouraged to download before they enter the site. When roaming around the MINILAND area, visitors come across the interactive mission plaques. Scanning these special plaques at the resort, with branded MINILAND codes launches the AR missions.

Results:

1. Results since launch have shown just how powerful this connection has been with guests spending an average of 3min 58secs engaging with the Air Rescue experience.
2. So far MINILAND MISSIONS has seen 25k views with 15k unique users getting involved over a four-week period.
3. In total, in just a month since launch, current figures show LEGOLAND® Windsor guests have spent the equivalent of 405 hours interacting with the AR experience in the app.
4. The use of AR as a digital innovation perfectly complemented the physical experience but also extended the user journey giving more reasons to download the app, spend time with LEGOLAND® Windsor Resort, and immerse themselves in MINILANDS.

Partners

LEGOLAND® Brand & Creative Team & Zappar