Digital Outlook lands online Lego launch

Toymaker Lego has picked new media marketing agency Digital Outlook to create an online campaign for the launch of strategy game Spybotics.

Teaser activity began in July and is now leading into a full campaign to support this week’s launch.

Spybotics is billed as a fast-action espionage game that combines virtual and interactive gaming. Players become an agent for the Secret Mission Agents Robotics Team (SMART), and are challenged to accomplish covert missions to become the ultimate spy with the help of their ‘Spybot’ – an intelligent robotic gadget controlled by a PC-programmable remote control.

The launch campaign encompasses TV, press and poster alongside the Internet activity.

The campaign will target boys aged nine to 12 via banners, DHTML (Dynamic HTML) and Flash animations on sites such as CiTV, Cartoon Network and Fox Kids. Interactive ads will run on the 3D virtual world website Spybotics agents will encourage Habbo users to visit .

Digital Outlook is targeting additional children’s sites with competitions featuring Spybotics products. A streaming video e-mail featuring the TV ad campaign will also be used.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here