Nine has named its major commercial partners for the return of Lego Masters, including Wonder, Honda and Kmart.
This is the second season of Lego Masters which was the most watched new show of 2019, with its final episode drawing a national audience 2.1 million nationally.
Nine’s Director of Powered, Liana Dubois said: “ Lego Masters was a breakout smash hit for families across Australia and we are thrilled to have brand-new partners joining us, along with returning partners that have come back to play with us for another year.
“As we saw in last year’s series, Lego transcends all age demographics from the young to the old and every age in between. We are more excited than ever to help our partners build solutions that will capitalise on the inter-generational power of the Lego brand.”
Nine’s Powered Studios will once again bring to life the big ideas for their partners through digital content series, integrated TV commercials, viewer interactivity, editorial sponsorships and more.
Wonder, a new partner, is driving creativity in the series through the Lego Masters Viewers’ Choice that will give the audience the chance to win a share of $100,000.
Viewers will be encouraged to vote for their favourite build each episode via the competition page on the Lego Masters official site, and through the “Swipe Up” story feature on the Lego Masters official Instagram. A branded results strap will reveal the viewers’ favourite build from that night’s challenge. This competition will also be promoted through integrated TVCs and extensive nationwide supermarket collateral, including Lego Masters -branded Wonder bread bins, shelf wobblers, floor stickers and products.
With any Wonder purchase, five bonus entries will be added to each vote, driving competition engagement. “Wonder is very excited to be partnering with Lego Masters. We’re passionate about fuelling kids active play with nutritious bread whilst encouraging their curiosity and imagination, making our association with Lego Masters the perfect fit,” Christine Fung, Goodman Fielder Head of Marketing, said. Leading Australian retailer Kmart, returning for a second year, has again commissioned Powered Studios to create a bespoke commercial which builds on its long-term partnership with LEGO.
The integrated “start your Lego Masters journey at Kmart” campaign celebrates family connection and showcases the infinite possibilities made possible with LEGO and Kmart’s irresistibly low prices. Exciting new digital content series called the “Kmart Mini Builders Challenge” will engage audiences on social platforms. This series features Season 1 winners Henry Pinto and Cade Franklin as they mentor two LEGO-loving kids competing against each other in a friendly LEGO building competition.
Each weekly Challenge is devised from themes explored in the new season. These challenges will be rolled out across Kmart’s owned and operated channels such as their website and social platforms. Audiences will be encouraged to vote for their favourite weekly build in a fun “Team Henry versus Team Cade” mechanic via the story feature on Kmart’s Instagram, with a winner announced each week. Viewers are also encouraged to share their own LEGO creations each week using the hashtag #KmartLEGOMASTERSAus.
Rob Day, Kmart’s Divisional Merchandise Manager of Kids General Merchandise, said he felt incredibly proud to be partnering with Lego Masters for a second season. “At Kmart, we have a long history of making everyday products more accessible to more people, with everyday low prices everyone can enjoy,” he said.
“We see our partnership with LEGO as an extension of that commitment – a way for us to celebrate the creativity and imagination of our children while keeping connected with our families and loved ones at home. “We’re so excited to see the creativity of our Kmart community and give families across Australia and New Zealand access to kids toys, at a time they need them most.” Also returning this year is the Honda brand, which will once again have Ryan “Brickman” McNaught creating a bespoke LEGO build for it. Watch this space for the big unveiling in the weeks to come.
Once completed, this build will tour Australia as a Honda and Lego Masters activation, alongside Season 1’s life-size Civic Type R made of LEGO bricks. Honda will sponsor the Brickman “How-To” Digital Content series that will go live across the official Lego Masters website and 9Now, including pre-roll, display media, logo association, branded broadcast playouts and branded social cutdowns. Honda will also sponsor the popular “Estimated Brick Counter” – a tool that estimates how many LEGO bricks were used across certain challenges.
Woolworths, Youi and a2 Milk™ will also integrate into the power of Lego Masters via sponsorship billboards.
Lego Masters will premiere this Sunday, April 19, at 7.00pm on Nine and 9Now.
