戛纳狮 - 移动类 - 银奖 通过将真实世界的目的地整合到想象中的故事情节和游戏中，每一次旅行都是一次独特的冒险。孩子们不仅知道他们的旅行的进展，而且他们也被周围的环境所吸引和娱乐。当孩子们与父母分享新发现时，这次旅行变成了一种互动的教育游戏。 QUEST TO LEGOLAND LEGOLAND FLORIDA RESORT | VML | 2017Mobile - E01 App Games Campaign Description We reinvented the GPS experience for kids. Using Google Maps, we brought LEGOLAND stories together with GPS data to transform a phone’s GPS into an immersive LEGOLAND adventure. The GPS experience is mapped in real time using Google Maps data, adjusting to any changes in the route. Every trip is based on a specific route, just as with a traditional GPS, but what kids see in the app is unique to their trip. To curate the experience for kids, more than 5,000 kid-friendly landmarks were chosen and integrated into the experience, so each landmark has something new to discover. By integrating real-world destinations into imaginary storylines and games, every trip is a unique adventure. Not only are kids informed about their trip’s progress, but they’re also engaged and entertained by their surroundings. As kids share new discoveries with their parents, the trip becomes an interactive and educational game. Synopsis LEGOLAND Florida is one of many theme parks and tourist attractions in the Orlando, Florida, area that attracts visitors from all over the world. But unlike its competitors that are conveniently located within city limits, LEGOLAND is more than an hour drive from the nearest airport. For LEGOLAND Florida’s target audience — families with kids aged 2-12 — this drive determines whether they choose to visit the park. LEGOLAND Florida wanted to find a way to make the drive as fun as the park itself for the entire family — whether they were driving one hour or 16 hours to get there. Execution The GPS experience uses Google Maps data and manually identifies the exact geo-coordinates of more than 5,450 landmarks across the United States. When a user enters their starting location, the app plans