The LEGO Group celebrate the Year of the Rooster

2017 is the Year of the Rooster, and in Hong Kong, the LEGO Group are celebrating with a promotional campaign. An interactive truck is driving around the city, asking LEGO fans to see how quickly they can put together a brick built rooster. Those who participate walk away with a bagged mini rooster build.

As well as the building activity, a giant LEGO rooster is rolling around and interacting with the public, able to ‘speak’ and respond to people it bumps into.


Marketing Interactive reports on the success of the activity:

it has garnered an estimated number of 20k people for onsite engagements and more than 500k organic reach on social media.

Additionally, the website reported comments from LEGO Trade Marketing Manager Jenny Leung:

“I could tell that this year we have doubled up our social media reach,” Leung said. “Compared to launching interactive campaigns within the in-store area, which we usually did, we reached our local targets better this time by diving into the neighbourhoods.”

The mini rooster baggie being given away looks to be in a foil pack, without a set number.




Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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