LEGO โaccelerates Fan engagement with Formula 1 ‘Off Track’ Experiences
NEW YORK – October 4, 2024 – LEGO Group is shifting gears toโข amplify โits Formula โข1 partnership with a series of immersive “Off Track” activations rolling out across key cities globally. The campaign aims to โconnectโข with F1 enthusiasts beyond โthe โขracetrack, offering unique building experiences and interactive displays centeredโค around the LEGOยฎ Formula 1โข sets.
Launched in partnership with Formula 1, the LEGOยฎ Formula 1โข collection โขdebuted โขin 2024, bringing theโฃ high-octane world of motorsport to โlife through detailed, brick-built replicas of iconic F1โ cars and team transporters. Now, โLEGOโ is extending the experience with “Off โTrack,” a โฃmulti-city initiative designed to deepenโ fan engagement and showcase the creative โคpotential of LEGO building.โ The activations areโค particularly targeted at a demographic increasinglyโค drawn to bothโข theโฃ sport โฃof Formula 1 โand โthe creativeโฃ outlet of LEGO construction, representing a important โขpossibility for brand loyalty and expansion within both communities.
The “Off Track” activations will โคfeature large-scale LEGO builds, โinteractive zones where fans can design and race thierโ own LEGOโ F1โ cars, andโฃ opportunities to meet LEGO โคdesigners.โ Initial stops include London, Milan,โ and miami, with additional locations to โฃbe announced.โ The events are free and open to the public, running through December 2024. LEGO intends to leverage theโค activations to drive sales of its Formula 1 sets and further solidify its position as a key partner within theโ racing world. The campaign builds on the growing popularity of both LEGO and Formula 1, with โฃF1 experiencing a surge in viewership and LEGOโ continuing to innovate with new product linesโ and experiences.