Launch teaser campaign for Lego's new 'Hero Factory' range. Viral was launched and followed up with ice meteorites placed in high profile locations such as Legoland and the Trafford Centre. Meteorites contained merchandise that could be taken as the ice melted. This was followed by a product showcase roadshow.
http://www.maidenhead-advertiser.co.uk/m/news/article-17398-kids-go-digging-for-top-legoland-prize-in-ice-meteorite/
