The LEGO Group has announced the recent rebrand of its VIP programme, moving the LEGO VIP membership to a new one called LEGO Insiders. The improved loyalty programme offers fans more ways to celebrate their block-building prowess, capturing the brand’s values.
Under the LEGO Insiders programme, fans can earn points when purchasing LEGO sets from physical brand stores and online. Moreover, 20 extra LEGO points can be earned simply by registering your amazing LEGO collection.
To earn these points and build your LEGO Insiders portfolio, users will need to download the LEGO Builder App. Each LEGO’s unique QR code can be scanned for points, and registering your set will reward you with 20 points.
As a LEGO Insider, fans will also enjoy exclusive access to the newest LEGO products and offers. Besides that, a dedicated community centre empowers users to share their builds and learn about sets, encouraging interactivity and a tighter community of LEGO fans.
LEGO Insiders Programme Kicks Off With Global Treasure Hunt
To celebrate the launch of LEGO Insiders, the exciting LEGO Insiders Treasure Hunt begins. With the help of augmented reality, fans can scan LEGO bricks at home or in stores to find a golden brick and win a prize.
Through the treasure hunt, six lucky winners will get the chance to become a LEGO millionaire. The prize pool consists of points redeemable in the programme’s reward centre for discounts, member-only merchandise, collectibles, and sweepstake entries for selected countries.
The treasure hunt is only available in the United Kingdom, the United States, Canada, Australia, New Zealand, Denmark, Metropolitan France, Germany, and South Korea, and runs until the 2nd of October.