Airbnb sets competition to stay at LEGO House, C4s GBBO finale is a real showstopper, and Barbour celebrates with Snowman and Snowdog

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A quick look at a few of our industry’s stories that have hit the news this week

Airbnb sets competition to win a night’s stay at the LEGO House

Partnering with LEGO, Airbnb has launched its latest promotion offering one lucky competition winner the chance to stay overnight at the LEGO House in Denmark, and build their dream LEGO project.

The house which opened in Billund, a small town in Jutland, in September was launched as a brand experience and comprises a 12,000-square metre house filled with 25 million LEGO bricks for visitors to play with.

Through the competition, which asks entrants to “describe one thing they would build together with their family if they had an infinite supply of LEGO,” one family will be flown to Denmark on November 24, and given the opportunity stay overnight in the House.

They will sleep in a dream LEGO bedroom under a giant LEGO waterfall and create their winning entry with the skilful support of the host, Jamie Berard, one of the finest Master Builders in the world and a true expert of the brick”.

The experience will start at lunchtime where the winners will be asked to create the meal of their choice (out of LEGO) “before it’s sent to the kitchen to be made into real food and served by two friendly robot waiters”.

After lunch, the House will close to visitors, allowing the winners the run of the place as they work with Berard to build their creation.

C4s Great British Bake Off finale is a real showstopper

On Tuesday night, an impressive 7.7m people tuned in to watch the grand finale of Channel 4s first Great British Bake Off; resulting in a 34.6% audience share between 20:00 and 21:15 and providing the channel with its best ratings since The Paralympic Games opening ceremony in 2012.

A break down of the figures showed that 2m live viewers fitted into 16-34 year old category. The programme so far has been said to have attracted 10.4m viewers, once catch-up and linear repeats are included.

Throughout the series, the GBBO has become All4’s biggest ever draw, with 1.7m views per episode achieved via the catch-up service.

Alex Mahon, Channel 4 CEO said: “It’s testament to the phenomenal appeal of The Great British Bake Off that almost nine million people watched Sophie triumph as Channel 4’s first ever Bake Off winner – a fitting finale to the most watched series for young viewers on any channel this year. Love Productions, along with Paul, Prue, Noel and Sandi, have served up a showstopper of a series and I’m delighted that they’ll all be back in the tent on Channel 4 next year.”

Barbour gives glimpse on grown-up life of Snowman and Snowdog

English luxury fashion brand Barbour is for the second year, tying in with Raymond Briggs’ The Snowman and The Snowdog giving a glimpse into the life of Billy, and the once pup (now elderly dog) who featured in the original animated story.

Barbour’s animation entitled The Story Continues shows Billy enjoying the Christmas season with his wife, daughter and older Snowdog.

In the creative, the family are opening presents on Christmas morning when a knock at the door announces the arrival of The Snowman, who’s given a gift of – a Barbour jacket of course. The campaign, which has the strapline: ‘Gifts they’ll always remember’ went live this week, and will also be promoted through Barbour’s social Facebook, Twitter, Instagram and YouTube channels using the hashtag #barbourchristmas.

A limited edition The Snowman and The Snowdog pin, which is seen in the film, will be given away with every Barbour purchase.

Paul Wilkinson, global marketing director for Barbour, said: “It has been exciting to work with Snowman Enterprises to create this beautiful Barbour interpretation of the next chapter for Billy, something that has never been done before.

“By combining original footage from The Snowman and The Snowdog animation alongside 45 seconds of new footage and introducing family characters, we’ve created a magical film that recreates the nostalgia of childhood, the joy of giving at Christmas and that special feeling of spending time with friends or relatives you may not have seen for a long time.”

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