Visit Denmark wanted to sell norwegian families the idea of a weekendtrip to Legoland.
The campaign let the users edit a Lego movie – about themselves and their family. The 3 best movies were awarded with travel prices. The effect of the campaign was 40% increase in sales compared to the same period of time in 2008, despite the fact that norwegian families substantially reduced consumption in the same period.
Over 4000 movies were made, and about 3500 of them were submitted in the contest.