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The LEGO Group Announces Global Treasure Hunt to Celebrate Launch of LEGO Insiders


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In celebration of the launch of the brand’s new membership program, LEGO Insiders, the LEGO Group has unveiled the LEGO Insiders Treasure Hunt – where fans can win millions of prizes. 

Using augmented reality, the LEGO Insiders Treasure Hunt allows users to scan LEGO bricks with their phones, either at home or in LEGO stores, to try and find a golden LEGO brick that reveals a prize. 

There will also be the opportunity for six people in each participating country to win a LEGO jackpot, winning $9,000 worth of points to spend in the LEGO Insiders Reward Center for discounts on LEGO sets, member-only merchandise, sweepstakes entries (in select countries) for cool collectibles and more. 

For those who don’t win the jackpot, there are thousands of other prizes to win, including digital comic book makers, unlocks in LEGO games and digital downloads of iconic images from our history. 

LEGO Insiders is a loyalty program for LEGO fans, where people of all ages can celebrate being a LEGO fan and can earn points when they purchase sets from LEGO Stores and LEGO.com, plus earn more points when they register their collection. LEGO insiders can receive updates on great offers, new products, and join a community with other LEGO fans through LEGO Ideas. 

Both new and existing fans alike can take part in the hunt by visiting www.LEGO.com/Treasure-Hunt from today until 2nd October 2023. Prize winners will be notified immediately, receiving a unique code to redeem their prize on the new LEGO Insiders website. 


Read More on Loyalty360:  

A Q&A with the LEGO Group on Personalizing Customer Loyalty and Building Strategic Partnerships 

Connecting the Bricks of Successful Loyalty: How LEGO® Built the VIP Rewards Program on Fun, Creativity, and Inclusivity 

LEGO Focuses on Digital Transformation with New Office 

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