Lego launches competition to find child stars for new ad campaign

by Alison Donnelly, Marketing 22-Jul-08, 16:51

LONDON - Lego has partnered with Viacom Brand Solutions (VBS), the sales house for Nickelodeon, MTV, VH1 and Paramount Comedy, to launch a nationwide search for two kids to appear in a new ad on Nickelodeon to promote Lego City.

Kicking off this month, a 10-second animated spot campaign on Nickelodeon will invite children under 16 to go online at www.nickelodeon.co.uk/legocity and enter the competition.

Applicants will be asked to write why they think they should star in a national Lego City ad and the 15 short listed will attend London-based auditions in the second week of August.

The audition process will be filmed and a new 10-second spot will run through September with Nickelodeon viewers being asked to choose their favourite applicants by voting online.

The successful final two applicants will star in a 40-second commercial, promoting Lego City which will run from 20 October to 2 November.

The deal was negotiated by Carat.