We’ve been helping Manchester based PR and social media consultancy Down at the Social deliver a global social media campaign for LEGOLAND Discovery Centres.

Down at the Social are tasked with global PR and social media for the Merlin Entertainments Group attractions in Manchester, Berlin, Duisberg, Chicago and Dallas and have developed a cross-territory campaign searching for ‘MINIREPORTERS’. The campaign encourages parents and teachers to work with their children to create unique video and picture news stories and is being delivered through a facebook app which we’ve developed.

The application uses the same mechanic in each territory but is themed differently to reflect the local market.  Users upload a video or picture into the application via You Tube or Facebook, and can then view and vote on other entries in a gallery. The five entries with the most votes are then judged by a panel of experts before the final winner is announced.

We have developed a bespoke competition platform that enables multiple competitions held in different regions to reuse the same gaming mechanic. Administrators are then able to tailor content to each specific region by using the competition systems’ content management system. LEGOLAND Discovery Centres’ investment in a competition platform has significantly reduced development time, deployment costs and ongoing management time and costs enabling them to concentrate on the important work of engaging with their target audience.

View the MINIREPORTERS facebook app.