By on Saturday, January 18, 2014

The proprietors of the New York branch of conveyor belt sushi-spin off YOTEL  have launched a smart little social campaign – building on the creative credentials of their clientele via an incentivised and interactive LEGO wall.

The LEGO wall spans “the space age lounge area…covering thirty feet, with a base layer of deep blue bricks.”  On top of the blue base are “hundreds of LEGO bricks in an array of colours and sizes.”

This nostalgic kiddie canvas is where guests are encouraged to unbridle their artistic talents and construct a “fun” piece of personalised LEGO art – uploading their efforts to Instagram or Twitter with the hashtag #MyLegoMasterpiece, to win the chance to win a luxury star prize.


Built by freelance creative Floyd Hayes, the multi-coloured Scandinavian sculpture screen is only an interim installation, with the runners up receiving a two-night stay in a Premium Queen Cabin whilst the ultimate prize winner scooping a three-night getaway  in a First Cabin with an outdoor terrace and hot tub.

With the campaign running all the way through to March, the genius comes from the simplicity of the competition and the fact that competition entries are only accepted via social using #MyLegoMasterpiece – generating highly shareable nuggets of interesting content for a hotel group that’s no spring chicken in media terms. With more and more picture and tweets making their way across cyberspace, this carefully engineered press worthy promotion is now making its way into editorial on both sides of the pond, helping drive bookings and generally generate interest for relatively negligible expense.

Some of the entries to date can be seen here – have a look, they aint half bad.


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