mktg 6226: lego & social media
DESCRIPTION
Showing the relationship between the Lego brand products and its consumers through social mediaTRANSCRIPT
The LEGO InterlockThe LEGO Interlockwith Socialwith Social MediaMedia
GaryKasper
KiranSandhu
NazyHaghbayan
KyleKrater
QiunanZhao
• Why Did We Choose Lego?
• Our Discovery
• A Compilation of Fan Creations
• Follow us on Twitter:
Brief Overview
• Why Did We Choose Lego?
• Our Discovery
• A Compilation of Fan Creations
• Follow us on Twitter:
@SocialLego
IntroductionLego from Danish “leg godt” or “play well”
• 1932 Lego founded by Kristiansen
• 1958 Iconic brick
• 1978 Lego miniman
• 1996 www.Lego.com launched
• 2008 Google celebrates Lego’s 50th
anniversary
Lego from Danish “leg godt” or “play well”
• 1932 Lego founded by Kristiansen
• 1958 Iconic brick
• 1978 Lego miniman
• 1996 www.Lego.com launched
• 2008 Google celebrates Lego’s 50th
anniversarySource: http://aboutus.lego.com/en-us/lego-group/the_lego_history
Lego Loses Touch with Fans
• Fans embrace the internet generating content, sharing videos, photos,blogs
• Disorganized excessive product range, too many brands
• Debates of suing fans for theft of intellectual property
• Needed to learn how to “play nice”
“Our challenge was not how to get these people creating content by issuing some contrivedmarketing scheme; it was about issuing a rally cry to channel ideas and stories into acommon theme.” – Michael McNally, Brand Relations Director
“The firm had no choice but to devolve power to Lego fans via Web 2.0.”- Tormod Askildsen, Head of Community Development
• Fans embrace the internet generating content, sharing videos, photos,blogs
• Disorganized excessive product range, too many brands
• Debates of suing fans for theft of intellectual property
• Needed to learn how to “play nice”
“Our challenge was not how to get these people creating content by issuing some contrivedmarketing scheme; it was about issuing a rally cry to channel ideas and stories into acommon theme.” – Michael McNally, Brand Relations Director
“The firm had no choice but to devolve power to Lego fans via Web 2.0.”- Tormod Askildsen, Head of Community Development
Van, d. V. (2010). OPINION: Success in social media comes with becoming part of culture. New Media Age, 13.Case study: Toy story: An iconic brand gets nostalgic and goes digital to engage consumers of all ages. (2009). PR News, 65(39) .Harnessing the web. (2006). Country Monitor, 14(45), 1.Building a brand out of bricks. (2003). Brand Strategy, ,0-P. 16.
• 1990’s new competitiveenvironment
• 1998 - robot-building kitswith motors, sensors andsmall programmablecomputers
Reconnecting with FansThrough Mindstorms
• 1990’s new competitiveenvironment
• 1998 - robot-building kitswith motors, sensors andsmall programmablecomputers
Gorry, G. A., & Westbrook, R. A. (2009). Winning the internet confidence game. Corporate Reputation Review, 12(3), 195-203.
• Marketing to teenage boys; sales mediocre
Discovery• Learned more than half of the buyers over 20
Community Learning• Communities on Lugnet worked on projects• Call on fans to improve product• Promoted to larger community• AFOLs
– more income to spend– hired as designers
The Real Lego Consumer• Marketing to teenage boys; sales mediocre
Discovery• Learned more than half of the buyers over 20
Community Learning• Communities on Lugnet worked on projects• Call on fans to improve product• Promoted to larger community• AFOLs
– more income to spend– hired as designers
Gorry, G. A., & Westbrook, R. A. (2009). Winning the internet confidence game. Corporate Reputation Review, 12(3), 195-203.Tapscott, D., & Williams, A. (2005, 12). REALIZING THE POWER OF INNOVATION WEBS. Optimize.Dholakia, U. M., & Vianello, S. (2009, Aug 17). Business insight (A special report): E-commerce --- the fans know best: When it comes to building onlinebrand communities, do unto yourself as others already do unto you. Wall Street Journal.
Tweet your answer for a prize:Tweet your answer for a prize:What TV series inspired the creation of this
Lego RV?
Tweet your answer to@SocialLego
Clue: Chemistry
Movies Made from Bricks
• Movie parodies using stop motion with legos• Posted on the web (brickfilms, youtube)• Movie parodies using stop motion with legos• Posted on the web (brickfilms, youtube)
Lego Encourages Movies• Steven Spielberg line specific for making movies• Movie studio on lego.com• Lego movie app
• Steven Spielberg line specific for making movies• Movie studio on lego.com• Lego movie app
Howell, P. (2001, Nov 21). Lego movies are all the rage all over the net. Toronto Star.
Lego Fans as Innovators
“Fan involvement greatlyenhances our ability to deliverpremium products and an excitingbuilding experience back to theadult fan community”
Jamie Berard,Lego Fan turned Lego Designer
Lego Jewellery by Lisa Taylor
“Fan involvement greatlyenhances our ability to deliverpremium products and an excitingbuilding experience back to theadult fan community”
Jamie Berard,Lego Fan turned Lego Designer
Yun Mi Antorini and Albert M. Muñiz Jr. The Benefi ts and Challenges ofCollaborating with User Communities. Research-Technology Management.May—June 2013.
Lego Cuusoo
• Crowdsourcingplatform– fans upload ideas– others vote and suggest
improvements• Minecraft Micro
World– 10,000 votes worldwide
in 48 hours– 30,000 likes on LEGO
and Minecraft FB pages– 40,000+ tweets
• Crowdsourcingplatform– fans upload ideas– others vote and suggest
improvements• Minecraft Micro
World– 10,000 votes worldwide
in 48 hours– 30,000 likes on LEGO
and Minecraft FB pages– 40,000+ tweets
What Motivated the Useof Social Media?
INTERACTIONWITH COMPANY
• Critique• Complain• Commend
INTERACTIONWITH COMPANY
• Critique• Complain• Commend
INTERACTION WITH LEGO ENTHUSIASTS• Create• Play• Share• Connect
What Motivated the Useof Social Media?
INTERACTION WITH LEGO ENTHUSIASTS• Create• Play• Share• Connect
CREATING STORIES…
What Motivated the Useof Social Media?
INTERACTIONWITH LEGOUSERS
• Learn
• Review
• Educate
What Motivated the Useof Social Media?
INTERACTIONWITH LEGOUSERS
• Learn
• Review
• Educate
Tweet your answer for aTweet your answer for aprize:prize:
Lego comes from the Danishphrase Leg Godt, which means
what?
Tweet your answer to@SocialLego
Tweet your answer for aTweet your answer for aprize:prize:
Lego comes from the Danishphrase Leg Godt, which means
what?
Social Media PlatformEngagement
FaceBook YouTubeChannel Twitter Instagram YouTube
Club TV
# ofSubscriber/Followers
6,952,000 271,000 118,000 112,000 83,000# ofSubscriber/Followers
• Facebook isthe mainplatform
• Key featuresand apps to:– Search– Spread– Show-off– Socialize
Social Media PlatformEngagement
• Facebook isthe mainplatform
• Key featuresand apps to:– Search– Spread– Show-off– Socialize
My LEGO Timeline• Share and Show-
off• Cherished LEGO
moments• Emotional
connection
Social Media PlatformEngagement
My LEGO Timeline• Share and Show-
off• Cherished LEGO
moments• Emotional
connection
REBRICK• Teenagers and
adult fans• User
generatedcontent
• Uniquecreation
• Self-fulfillment
Social Media PlatformEngagement
REBRICK• Teenagers and
adult fans• User
generatedcontent
• Uniquecreation
• Self-fulfillment
PINTEREST• Visual
connection
YOUTUBE• Browse
customizedchannel
Social Media PlatformEngagement
PINTEREST• Visual
connection
YOUTUBE• Browse
customizedchannel
Charlotte’s LetterDear Lego company:
My name is Charlotte. I am 7 years old and Ilove Legos but I don’t like that there are moreLego boy people and barely any Lego girls.
Today I went to a store and saw Legos in twosections — the girls' pink and the boys' blue. Allthe girls did was sit at home, go to the beach,and shop, and they had no jobs but the boyswent on adventures, worked, saved people, andhad jobs, even swam with sharks.
I want you to make more Lego girl people and letthem go on adventures and have fun, ok!?!
Thank you.From Charlotte
Dear Lego company:
My name is Charlotte. I am 7 years old and Ilove Legos but I don’t like that there are moreLego boy people and barely any Lego girls.
Today I went to a store and saw Legos in twosections — the girls' pink and the boys' blue. Allthe girls did was sit at home, go to the beach,and shop, and they had no jobs but the boyswent on adventures, worked, saved people, andhad jobs, even swam with sharks.
I want you to make more Lego girl people and letthem go on adventures and have fun, ok!?!
Thank you.From Charlotte
Charlotte’s Letter
Since the letter first arrived on theInternet on January 28th 2014, it has beenretweeted over 2,000 times and shared on
Facebook by over 5,000 users within a week.
“LEGO play has often been more appealing to boys, butwe have been very focused on including more femalecharacters and themes that invite even more girls to
build, and in the last few years, we are thrilled that wehave dramatically increased the number of girls who
are choosing to build…. we have added new charactersto the LEGO world to better balance the appeal of our
themes”.- Lego, January 30th 2014
Charlotte’s Letter
“LEGO play has often been more appealing to boys, butwe have been very focused on including more femalecharacters and themes that invite even more girls to
build, and in the last few years, we are thrilled that wehave dramatically increased the number of girls who
are choosing to build…. we have added new charactersto the LEGO world to better balance the appeal of our
themes”.- Lego, January 30th 2014
Tweet your answer for aTweet your answer for aprize:prize:
What was Lego’s goal forengaging their fans with
social media?
Tweet your answer to@SocialLego
Tweet your answer for aTweet your answer for aprize:prize:
What was Lego’s goal forengaging their fans with
social media?
• Deliver consistent content to customers thatprovides value
• Create environments for your consumers to interactand share brand love
• Customize content for your customers’ bases—what isright for one is not valuable for all
• Determine the right distribution consistency• Mix up your content with design elements, videos,
stories and infographics• Create a loyal community around your products
through targeted content
Distribute Customized Contentwhich Lego’s Audience Values
• Deliver consistent content to customers thatprovides value
• Create environments for your consumers to interactand share brand love
• Customize content for your customers’ bases—what isright for one is not valuable for all
• Determine the right distribution consistency• Mix up your content with design elements, videos,
stories and infographics• Create a loyal community around your products
through targeted content
Thank You!