LEGO looks to now TV for comprehensive viewing experience

LEGO has teamed up with now TV to execute a comprehensive multimedia advertising and content-distribution strategy via Hong Kong’s one and only quadruple-play capability.

As one of the world’s foremost toymaker, LEGO is expert at using digital content to promote its products. The company fully understands how to reach kids and youngsters via the sophisticated social and traditional media networks they use for learning, leisure and play.

now TV, which supports linear and on-demand viewing plus popular OTT platforms, has been chosen to build a greater presence for LEGO products via TV, Internet, fixed-line and mobile delivery platforms. This variety of media channels enables promotion of LEGO products, bundled with entertainment content, in ways that no other advertising platform can match.

Meanwhile, LEGO is capturing the attention of its target audience by allowing now TV to broadcast animation series – such as Evergreen LEGO City and LEGO Friends, as well as the retro-classic LEGO Bionicle – free of charge.

LEGO understands that cost-effective dissemination of content can only be achieved in Hong Kong by using the unique choice of broadcasting platforms offered by NOW TV.

January saw the launch of LEGO City, followed by LEGO Bionicle in February and LEGO Friends in March – all to be shown on now TV’s popular “Watch N Learn” and “Watch for Fun” video-on-demand platform. This is available from now TV online and via mobile apps such as now Player and now Player Junior. The LEGO TV app is also available from the eye fixed-line service.

LEGO Hong Kong Limited Marketing Manager Yvonne Lam said: “Premium reach and leading new media platforms make now TV the obvious choice of partner with which LEGO can develop multimedia storytelling in Hong Kong. Kids and families are able to access LEGO content any way they wish on now TV, while online, via an app or by using eye, thereby creating a whole new viewing experience.”

Information supplied by now TV.