LEGO Santa Yoda

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Campaign: LEGO Santa Yoda

Company: LEGO Systems

Nonprofit Partner: Toys for Tots

Launch Date: November 22, 2011

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Campaign Description:  

LEGO Systems announced a new campaign encouraging consumers to share a LEGO Santa Yoda e-greeting for which the toy company will donate one new LEGO toy to the U.S. Marine Corps' Toys for Tots program, up to one million toys through December 24.  A special microsite also features a contest with weekly prizes, holiday-themed polls and a wish list of LEGO Star Wars products.

Our Take:  

In a crowded holiday toy market, LEGO is ensuring it stays top of mind by offering multiple draws for consumers to its special microsite, including

a generous cause component.  The microsite features a lego tower in progress to mark how many toys have been donated to date through consumer action, a nice addition to keep the cause front and center.

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