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1. IMMERSIVE
TECHNOLOGY FOR
BRANDING
OPPORTUNITIES FOR LEGOLAND FLORIDA.
Mahua Chatterjee
WEST VIRGINIA UNIVERSITY
10/1/2017

2. 1
COMPANY OVERVIEW
LEGOLAND Resort, Florida, opened in 2011, and is the second-largest LEGOLAND Park after
LEGOLAND Windsor in the UK, and is designed to cater to families with 2-12 yr. olds. The theme park
had a five-year marketing strategy when they first opened, targeting Central Florida, including Orlando
and Tampa via TV, print, billboard, and radio ads (like Magic 107.7) The plan also included attracting
international visitors from U.K. Canada, South America, to keep LEGOLAND Florida as part of their
vacation plans. In the rest of the U.S., LEGOLAND targeted U.S. cities (Bilbao, 2011), like Atlanta,
Boston, Chicago, New York, Philadelphia and Washington, D.C.
LEGOLAND Resort’s key business challenge has been to be able to “fully seep into the consciousness of
Orlando theme-park tourists” according to Michael Tine, an Orlando-based agent for Destinations in
Florida (Silk, 2015). LEGOLAND’s location is a 45-minute drive from Disney’s Magic Kingdom and far
away from the Orlando metro area. The motivation to exclusively travel another 45 – 60 mins for
LEGOLAND may not be the highest for families traveling with the children of the age group that the theme
parks cater to. Secondly, the competition from other theme parks like the Disney parks, Universal, and
Sea World, is pretty tight as well, and LEGOLAND has to continuously keep innovating in the industry
since it is a highly competitive industry when it comes to introducing new interest areas.
BRAND OVERVIEW
Recently LEGOLAND rebranded itself as “built for kids to take the
lead”, to capitalize on it’s positioning as a destination of imagination
and creativity for children. In 2015, LEGOLAND Resort inaugurated
the LEGOLAND Hotel and branded it as the “Five Gazillion- Star
Hotel”, and LEGOLAND Beach Retreat with a unique village style
theme. In the digital initiatives, LEGOLAND launched the free- to –
play iOS and Android app “Quest to LEGOLAND” that is targeted to
entertain kids during a road trip to the resort.

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AUDIENCE OVERVIEW
Primary Target Audience: According to General Manager Adrian Jones (Cohan & Monks, 2015),
LEGOLAND Resort’s target audience is families with 2- 12-year-olds and is split into two groups - 5-8 yr.
olds, and young pre-teen boys in cities like Atlanta, Boston, Chicago, New York, Philadelphia and
Washington, D.C.
OBJECTIVES
 Increase the annual average theme park footfalls by 5% by 2020
 Convert 2% of Magic Kingdom, and Universal Studios visitors to LEGOLAND visitors during the
peak season by 2020
 Become the 3rd most preferred theme parks after, Disney’s Magic Kingdom, and Universal
Studios by 2020.
Immersive Technology for LEGOLAND Resort, Florida
The opportunity for a potential consumer to be able to experience a product / service is possibly one of
the key decision–making factors for a purchase in the coming days. Immersive technology is one such
way that brands can use to create personalized products or services and experiences for consumers. The
immersive technology scope covers Augmented Reality, Virtual Reality and Mixed Reality. Gartner
predicts that immersive technology market will be advancing rapidly, and by 2020 consumers and
enterprises will have easy access
to devices, systems, tools and
services that will support this
future game changer (Forni,
2017).
Engaging in immersive
technology to engage its target
audience, would ensure
LEGOLAND Resort Florida is
branded as an innovative
company. Brands that engage in
immersive technology like VR are
considered innovative by 51% of
respondents in a study that
included 800 U.S. respondents
(Madigan, 2017). The engagement would support the brand in being perceived as having the ability to
offer innovative experience which is likely to motivate the target audience to visit LEGOLAND.

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IMMERSIVE TECHNOLOGY RECCOMENDATIONS
AUGMENTED REALITY
Content strategy
Immersive content - The AR content would be such that would let the target audience be inside the
brand story – to be able to be present and to experience it first-hand.
Break through the clutter – The content would help to break through the clutter (considering the
competition LEGOLAND receives from other theme parks), and would open new opportunities in
storytelling.
Experience: Ninja Hunter, an AR game themed around
Ninjago World, along the lines of Pokemon Go, is
recommended to be developed. The game would be
designed with a setup similar to the actual LEGOLAND
attraction- The World of Ninjas. The player would be
required to find a special weapon to destroy the evils of
the Ninjago world. During the search the player’s avatar
would need to go through some challenges (jump through
fiery roads, duck through flying fire spitting dragons etc).
When a player completes a challenge successfully, he /
she is rewarded by being accompanies by one of the
heroes (Kai, Jay, Cole, or Zane) to be protected from the
villains. The more challenges a player is able to complete,
the more heroes join him/her to fight the villains. Towards the end there would a final challenge that would
require the avatar to complete (opposite the villains) with help of the heroes collected. Once the final task
is completed, the player would earn the bonanza points. For each heroes earned the player also receives
reward points. The total points collected could later be redeemed for discount on food and LEGO
products in the park. At the end of the game a virtual tour of the World of Ninjago will show up in the
screen for a sneak peek.
Platform Rationale : Mobile based AR tactic is an apt way for brands to explore in order to improve
consumer reach by bringing “contextual awareness” between the devices an user is using, and the
physical world (Reardon, 2010). Thus the Ninja Hunter would be a mobile based app and would require
sign-ins of adults, and mention the age of the player in case of a child. This would be useful data that can
be used to measure the effectiveness. In the case of LEGOLAND Florida, the experience is what counts
the most for a visitor. With the inclusion of AR content for LEGOLAND Florida, the ability to narrate that
impactful experience would increase tremendously as against a non-AR tactic. Thus, for LEGOLAND
Florida, there is a solid reason and purpose to be in the AR space for marketing its theme park, and the
AR content would be a good match to the reason why consumers would be willing to engage. In a study

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discussed in the Harvard Business Review, participants in an AR based experiment, consistently
portrayed that they experienced immersing in the experience, than simply trying something on their face,
or body, or placing a product in a room (Javornik, 2016).
Deployment: The recommended AR app would be free and would be developed on both Android and
iOS platforms, in order to ensure ease of access, and for mass use. In order to introduce an AR app to a
mass market, mobile or hand-held device platform is best suited to manage production cost and ease of
use (Krevelen & Poelman, 2010).The app would also be using geolocation, in order to identify the location
of the user (Disney Springs, Orlando Premium Outlets, or any other city etc.) so the game can be
designed accordingly.
Promotion Tactics: In order to promote the availability of the app, the following could be explored-
 Point of Purchase Displays – Lego Store in Disney Springs is a popular destination along with the
other stores, on the mall strip like Rain Forest Café, T-Rex Restaurant etc. There would be signs
posters, signage, and sponsored announcements during the live shows that happen in the open-
theatre, about downloading the new LEGOLAND app, with not too much of details but just
enough to get the target group curious enough to download.
 Sponsored Search Results – When potential tourists do web- based searches like “Things to do
in Orlando” the search results would have some sponsored content on the app, as well as in the
top three websites that show up in the results – for e.g. TripAdvisor, Visit Orlando etc.
 Social Media – Both paid and unpaid content will be utilized on key social media platforms.
 Integration with LEGOLAND Florida Website: The app would be promoted in the website with the
link to download (by email or phone number), and highlight the key characteristics. YouTube
videos of how the app works can be part of the website home page content as well during the
peak season identified in the campaign objectives.
Timeline for Execution:
Initial Kickoff – November 1, 2017
Development- December 1, 2017
Deployment – March 1, 2018
Promotional Activities – March 1, 2018
Measurement of ROI / Effectiveness – December, 2018
Measurement plan: The effectiveness of the AR tactic would be measured as follows:
1. Number of app downloads- would provide data on the interest level, and demographics.
2. Usage duration – will provide a deeper insight on the engagement level.
3. Number of rewards being redeemed – The rewards being redeemed in the park would mean
players were motivated to visit LEGOLAND.
4. Geolocation would help understand the geographies that have highest engagement levels.

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Desktop- Powered Virtual Reality
Content Strategy
For the most enhanced simulated and immersive VR experience, use of high-end VR platforms, high-
quality headsets, hand controllers, and audio accessories, is recommended for the LEGOLAND VR
campaign. High-quality VR headsets and other accessories are expensive and less accessible to most of
the target audience identified. It would make more sense to bring VR experience to the potential visitors
where they are more likely to be present. Thus the LEGOLAND VR experience will be made accessible
through VR pods/kiosks.
Experience: Desktop-powered VR content when combined with other marketing initiatives, have the
ability to leverage on the high-quality video experiences, which showcases the brand as “innovative,
unique, and customer-centric”. It is an effective way for a brand to leverage the experience as a branded
content in the form of a more immersive experience. For LEGOLAND Florida, the strategy behind
developing desktop- powered VR experience would be to fulfill this objective. A 15-minute filmed VR
content would be developed on real-life experiences of tourists who visited LEGOLAND. It will cover the 2
-3 most popular attractions of LEGOLAND Florida like– World of Ninjago, and Technic (Project X ride)
which would incorporate room scale, controllers, and haptics. Two or three families would be identified
who would be followed throughout their day in LEGOLAND Resorts, and their experience would be
captured. The content would use a combination of 360° videos, 3D content, and excitement and thrill to
capture the interest of the viewer/ audience, to make it relevant, engaging and immersive experience
(Lesson 4, IMC 693A). An additional bonus content of the highlights of the entire theme park in a 5 –
minute video would be included (would not require a room –scale movement).
Platform Rationale: In order to achieve optimal consumer engagement, tailoring content specific to the
intended platform would be ensured. When content is optimized for VR platform, it will have the capacity
to deliver higher emotional engagement than flat environments, including 2D and 360-degree
experiences. According to a study by YuMe and Nielsen, VR has the potential to result in 27% higher
emotional engagement than a 2D environment, and 17% higher emotional engagement than a 360-
degree video on a flat screen (Business Wire, 2016). It is recommended that VR Pods and Kiosks be
installed with the capacity to fit a group of 2-4 viewers to experience it together (as they would in the
actual theme park).
Deployment & Promotions: LEGOLAND branded pods/kiosks with attached tethered high-end headsets
(Oculus Rift or HTC Vibe recommended for its ability to deliver the most immersive VR experience) -
would be installed for the best VR experience (Daniel, 2017). The VR experience would be named after
LEGOLAND’s tagline in its commercials “Awesome Awaits”. The pods and kiosks would be branded
with the same tagline. Viewers are more likely to try this kind of VR experience since they can try the

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experience without paying for it, in “bite-sized doses” and without having to invest in expensive hardware
(Bishop, 2017).
These kiosks can be installed in –
 LEGOLAND Florida branded kiosks installed in all Lego Stores across U.S., Canada, and Brazil.
 Tourist populated areas like Disney Springs (in and around LEGO store or the T-Rex restaurant),
shopping and entertainment areas around the International Drive, Florida Mall, Orlando Premium
Outlets on Vineland Avenue, and Pointe Orlando, and The Mall at Millennia.
 Through partnerships with popular hotel and resort chains, branded kiosks can be placed in
hotel/resort lobbies, and common areas.
 Multiplex Lobbies– Branded pods would be placed in the lobby/lounge/ waiting areas of large-
sized multiplexes (like AMC, Regals etc), especially if there is a Lego movie or a children’s’ movie
soon to be released or has released. The pods would be in the shape of the actual rides would
have a provision for 2-4 viewers at a time. This way a family or a group can enjoy the experience
together.
Timeline for execution:
Initial Kickoff – November 1, 2017
Development Kickoff- December 1, 2017
Deployment – June 1, 2018
Promotional Activities – June 15, 2018
Measurement of ROI / Effectiveness – December, 2018
LEGOLAND Florida branded ride shaped pod in
multiplex lobby area (right). LEGOLAND branded
Desktop –powered VR Pods / Kiosks in Hotel
Lobbies, or Shopping Malls (below).

8. 7
Measurement Plan
 Capturing Data on Potential Visitors : Before immersing in the VR content, the viewers would be
required to enter their personal information like name, place of residence, age, and phone
number/email (for children, they would be prompted to take adult consent). A raffle would be
conducted each day and a random winner among the viewers would be given two free
LEGOLAND tickets. Through this promotional activity, a potential visitor’s information would be
captured. Additionally, the free ticket motivation would enable more people to come and
experience the VR kiosks.
 Incorporating Room-Scale, Controllers & Haptics : Each of the LEGOLAND pods/kiosks would
allow for 6 degrees of freedom or room-scale movement, and would have seats with installed
haptics to feel the drops and bumps in the rides like that in an actual Lego Technic Ride- Project
X. This would offer an extra dimension to the VR environment and would be an essential factor to
experience the true immersive feeling. The pods would also have lapbars with sensors that
viewers can hold on to, and it would detect the hand and body movements, while they experience
the twists and turns in the ride. Kiosks or Pods that would have the World of Ninjago based
content would have snippets of the actual experience where riders are introduced to the villains
who they have to defeat, and the Ninja characters who will help them (like Master Wu, Kai and
Nya). The pods would have hand controllers that would be used as weapons and additional
sensors for those parts of the content that would have the cue of using hand – gestures (martial
art movements that would be taught by Master Wu in the beginning of the experience).
MIXED REALITY
Content strategy: With the use of mixed reality technology through Microsoft’s HoloLens, the content
can give shape to the winning strategy of experiential marketing. The content’s abilities to merge the real
and virtual worlds to produce a completely different environment would help LEGOLAND Florida to bring
itself closer to potential customers. The use of HoloLens will have the ability to boost customers’
imaginations, and enable them to experience how a new place would look by actually making it appear
before their eyes – by visualizing and trying out different attractions of LEGOLAND. Exposure to mixed
reality content would shift the engagement pattern of consumers and will allow more natural and
behavioral interfaces (Lee & Mercer, 2017). With the buzz created for the use of an emerging technology,
LEGOLAND’s brand image would be strengthened for being a company willing to utilize emerging
technologies to provide memorable and fascinating experience to its customers.
Experience: The MR content would be designed along the lines of Kinect: Disneyland Adventures. The
experience would take viewers to the attraction in the form of their avatars that would be synced with the
actual player’s movements. The player’s avatar would meet and greet characters like Emmet, Lucy, and
others. The characters would be in holographic images in the size of the viewer’s avatar. The virtual meet

9. 8
and greet would be followed by the avatar being challenged to play games that would need them to
perform tasks (for example, defeat the villains in the World of Ninjago) and earn rewards. The flow of the
game will be similar to the VR game mentioned earlier. After collecting a certain number of rewards, a
discounted or free ticket to
LEGOLAND Florida will be offered
through a code. The experience will
be controlled using headset’s
sensors’ motion- and voice-
sensing capabilities.
Platform Rationale: This experience
would be a HoloLens based game
using a Microsoft HoloLens.
With the younger generations (especially Gen Z –the target audience for LEGOLAND Florida) becoming
extremely tech- savvy, marketers would face a lot of challenges to reach this target audience since they
have the tendency to tune out most forms of traditional marketing (Kercher, 2017). In a study, it was
found that 72% millennials would choose an experience over a material item. It can be assumed that for
Gen Z and the younger ones than them the choice would probably account for more. This generation also
would not be convinced if a brand just talks about being a leader – a brand has to actually look the part.
And that’s where comes experiential marketing and using emerging technical mediums to reach this
target audience.
Deployment and Promotions: The MR Experience would be deployed through an inexpensive app
installed in the HoloLens. The app would be free and in order to keep the momentum updates with
regular advancements / new levels is recommended. The app would require a profile creation with
information like age, gender, email, and feedback on interest to visit LEGOLAND.
Major promotional tactics used would be TV Ads in Kids channels (Nickelodeon, Cartoon Network,
Disney); Displays in LEGO Stores, and Shopping Malls in Orlando, Multiplexes in the targeted cities in
U.S.
Timeline for execution
Idea Kickoff – November 1, 2017
Development Kickoff- December 1, 2017
Deployment – June 15, 2018
Promotional Activities – June 30, 2018
Measurement of ROI / Effectiveness – January, 2019.
Measurement Plan
 Physical movements (will include sensors to capture pulse rates to capture the player’s
excitement level), and eye movements to capture interests about certain characters / games.

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 Number of apps installed in the HoloLens.
 Tracking locations (through the profile creation) to understand geographies where it is more
popular.
 Engagement Duration to study the level and depth of engagement.
CONCLUSION
It will be critical for brands in the coming days to be able to deliver experiences that are memorable, and
innovative. To be successful in persuading the target audience, a brand would need to provide an
experience that will make them feel it deeper. The experience needs to embed as a powerful memory
which will be hard to forget. It is thus recommended that LEGOLAND Resorts, Florida explores the idea of
immersive technology as a critical part of its marketing effort, and being an early adopter would play a key
role in meeting the objective.
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