Ahead of the Feb. 5 premiere of Fox’s newest reality competition series, Lego Masters, the iconic building bricks are taking over the network’s studio lot and kicking off an augmented reality experience.
Starting Monday and running through Feb. 9 — overlapping with National Lego Day on Tuesday — the exterior of the West Los Angeles lot and its “Fox Studios” gate letters have been converted to a Lego look and feature a Fox logo entirely built out of blue Legos outside the Pico Boulevard gates. The studio stage walls facing the street also highlight some of the network’s programming, including billboards for The Masked Singer, Deputy and 911: Lone Star designed out of Legos. The takeover also extends to a number of bus stations throughout the city.
Along the studio revamp, the Lego Masters marketing push also includes the launch of Lego Masters‘ Augmented Reality Builder, an AR experience that gives users digital tools to build their own mini Lego models on their mobile devices, debuting along with the national holiday. The mini-models can be shared on social media and feature themed challenges aligning with those on the show, including food, movie genres, The Great Outdoors and Star Wars.
“The beauty of working with an iconic brand like Lego is that it is beloved and identifiable to people of all ages,” Fox marketing exec vp Darren Schillace tells The Hollywood Reporter. “By transforming the facade of Fox’s studio gate into one big Lego build, we engage passersby here in Los Angeles in an unmissable way. We even alerted the local tour companies that drive by the lot to explain why we’re covered in Lego.”
“The AR Builder gives fans across the country new and interactive tools to play with Lego bricks in an entirely new dimension through weekly challenges,” he said. “Ultimately, we wanted to convey that, together with its lead-in The Masked Singer, Lego Masters rounds out a night of fun, and playful family-friendly television.”
(Excerpt) Read more in: The Hollywood Reporter