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LEGO City Fire Academy

Toy-based firefighting game scoops People's Champ award.

The prestigious Pixel Awards, now in their fifth year, annually honour sites that “have shown excellence in web design and development.” Success for Mind Orchard and LEGO Company at the Pixel Awards follows closely on November 2010’s announcement that LEGO City Fire Academy achieved a coveted Best in Class award in the Kids Category of the Interactive Media Awards.

The results of the Pixel Awards made public this week cap off a great year for Mind Orchard, who recently also completed projects for the RSPCA and Bacardi among others.

Pia Løbner Rasmussen, Internet Content Manager at LEGO Company, commented, “For the LEGO City Fire range we wanted something different that would really help develop the brand online, tell exciting stories, and keep people coming back. With the Fire Academy Mind Orchard delivered a complete experience for visitors who love LEGO City and we’re delighted it is now also multi-award winning.”

Arran D'Aubigny, Mind Orchard’s Managing Director, added, "Winning this award sees the new year in on a high. It takes great people working together to make successful content that’s popular, and this really endorses the tremendous team we have here at Mind Orchard and is credit to a wonderful client. We’re looking forward to challenging ourselves to push the boundaries even further this year.”

Taking a unique approach LEGO City Fire Academy is a site that’s designed to be a game in itself. The player must visit all areas of the virtual fire academy to earn points, and work their way up from the new recruit to the fire chief. Only once all the areas have been visited, all the games played, and all the activities and quizzes completed, can the player achieve fire chief status. Upon the player’s first visit, they are asked to create their own LEGO identity. This identity is remembered each time the player returns to the game, which has resulted repeat traffic to the site, as players return to become a fire chief. As the game rewards its players throughout the gaming experience, there is greater incentive for the player to explore their virtual surroundings.

Since its release in January 2010 LEGO CITY Fire Academy has been played several million times by visitors and launched in 22 countries. The LEGO CITY Fire Academy campaign has also been especially successful in building links between online experiences, in-store and print promotions, using flexible, localised competitions to drive traffic and engage Lego fans.

To explore LEGO CITY Fire Academy visit

For additional information contact:

Sharma O'Connell

Mind Orchard

01273 819320

Mind Orchard is an award-winning creative digital agency and digital animation studio designing compelling content and experiences for international brands. Led by insight, we use our minds, together with the latest technology, to engage and entertain audiences across countries and across multiple platforms. Whether you're building existing relationships or beginning new ones, we can help.

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