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Shut Up and Take My Money: LEGO Does Crowdsourcing

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This presentation was given on March 11, 2013 at SXSW Interactive in Austin, TX. Here is the orignial description from the conference schedule:

Come hear from the intrapreneurs with a web-startup mindset who opened the LEGO Group to solicit and deliver crowdsourced products. In 2011, LEGO opened its factory doors with LEGO CUUSOO, allowing fans to propose designs for new products and collect votes from their peers. The LEGO Minecraft proposal in late 2011 took the beta site (and the Internet) by storm and became a hit product of the summer.

But to LEGO fans with high expectations, something seemed rotten in Denmark. Transforming this crowdsourcing dream into reality was a lot harder than stacking a few bricks together. LEGO CUUSOO allowed acute demand to emerge overnight, and when it did, production resources in the traditional manufacturing company remained fixed and finite. The company learned pointed lessons about transforming fan concepts into real products under public scrutiny, and will share hard-learned best practices that will help you allow your fans to drive product innovation.

Published in: Business

Shut Up and Take My Money: LEGO Does Crowdsourcing

  1. Shut Up and Take My Money: LEGO® Does Crowdsourcing SXSW Interactive, March 11, 2013 #LEGOcrowd Tim Courtney (@timcourtney) Community Manager, LEGO CUUSOO Peter Espersen (@virtualpeter) Head of Online Community©2013 The LEGO Group l
  2. Page 2 ©2013 The LEGO Group By Iain Clifford Heath
  3. Peter Espersen• Head of Community Co-Creation at the LEGO Group• I create digital experiences with our fans targeted mainly at 13+ users• I’ve also worked for OMD and lead the MMOG Habbo Hotel in Scandinavia MY LEGO!
  4. Tim Courtney• Community Manager for LEGO CUUSOO• I lead site operations and public communication• Co-wrote “Virtual LEGO” (No Starch Press) in 2003• Also co-founder SocialDevCamp Chicago
  5. Today we will discuss • Some background on the LEGO Fan community • Our crowdsourcing journey so far • What we’ve learnedPage 5 ©2013 The LEGO Group
  6. The Wisdom of CrowdsPage 6 ©2013 The LEGO Group
  7. How did we get here? 80 Years 15 Years Only the Best is Good Enough Blood, Sweat & TearsPage 7 ©2013 The LEGO Group
  8. “I always welcome fans to write, call and interact with me directly and personally because I learn so much from them.” Jørgen Vig Knudstorp, CEO
  9. LEGO Fan Clubs in North America
  10. These people are also LEGO fans!
  11. Our Crowdsourcing Journey So FarPage 12 ©2013 The LEGO Group
  12. Kids dream of being a LEGO designer.
  13. “Although were flattered that you chose to share a special idea with us, we arent allowed to use LEGO consumers suggestions for new sets or other related items. This policy is in place because we have invested considerable resources in our own product-development department in Denmark…”
  14. How does it work?Page 16 ©2013 The LEGO Group
  15. ”Your LEGO Wish”
  16. Shinkai 6500 Submersible
  17. Hayabusa
  18. “Lego is finally crowdsourcing designs with its newCuusoo platform; its basically a Lego Kickstarter.”Page 24 ©2011 The LEGO Group
  19. It was all fun and games until…
  20. Notch posted and crashed our servers.
  21. Notch who?
  22. Still the quickest project to the top. 2 days 77 days 420 days
  23. Yo dawg, I heard you like recursion jokes. By Flickr user Tzidik
  24. The Lego Back to the Future Set is Now OFFICIAL!Page 33 ©2011 The LEGO Group
  25. LEGO CUUSOO: Timeline 2009 2010 2011 2012 Japan-Only Beta Global Open Beta Shinkai Hayabusa Minecraft DeLorean ???
  26. Complexity of Production vs.
  27. Who makes this happen? Fan Designer Community Manager Business PR Team Model Designer Manager Corporate Department Project Graphic Leadership Leadership Manager Designers Project Licensing Supporters Legal Supply Chain MarketsPage 36 ©2011 The LEGO Group
  28. Working with the crowd: What We’ve Learned…Page 37 ©2013 The LEGO Group
  29. + __________ = Awesome!
  30. Different initiatives with our communityLEGO developed – User Hacked
  31. Different initiatives with our communityCo-developed – LEGO PublishedLEGO developed – User Hacked
  32. Different initiatives with our communityUser developed – LEGO PublishedCo-developed – LEGO Published LEGO developed – User Hacked
  33. Different initiatives with our communityUser developed – User PublishedUser developed – LEGO PublishedCo-developed – LEGO Published LEGO developed – User Hacked
  34. Different initiatives with our community User enterprise – LEGO PartnerUser developed – User PublishedUser developed – LEGO PublishedCo-developed – LEGO Published LEGO developed – User Hacked
  35. Different initiatives with our communityCrowdsourced – LEGO Published User enterprise – LEGO PartnerUser developed – User PublishedUser developed – LEGO PublishedCo-developed – LEGO Published LEGO developed – User Hacked
  36. We decide if an idea fits.Page 45 ©2013 The LEGO Group
  37. So what insight can we derive from this?Page 46 ©2013 The LEGO Group
  38. Do you have a community? …Oh you work for LEGO, I have this great idea; why don’t you…Page 47 ©2013 The LEGO Group
  39. Lets revisit The Wisdom of the Crowds? OR
  40. You’re never prepared for what will happen!
  41. Finally… you can’t make everyone happy. Illustration by Paul Lee
  42. Thank you!©2011 The LEGOGroup. Page - 51

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