MKTG 6226: Lego & Social Media


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Showing the relationship between the Lego brand products and its consumers through social media

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MKTG 6226: Lego & Social Media

  1. 1. The LEGO Interlock with Social Media Nazy Haghbayan Gary Kasper Kyle Krater Kiran Sandhu Qiunan Zhao
  2. 2. Brief Overview • Why Did We Choose Lego? • Our Discovery • A Compilation of Fan Creations • Follow us on Twitter: @SocialLego
  3. 3. Introduction Lego from Danish “leg godt” or “play well” • 1932 Lego founded by Kristiansen • 1958 Iconic brick • 1978 Lego miniman • 1996 launched • 2008 Google celebrates Lego’s 50th anniversary Source:
  4. 4. 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 contrived marketing scheme; it was about issuing a rally cry to channel ideas and stories into a common 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.
  5. 5. Reconnecting with Fans Through Mindstorms • 1990’s new competitive environment • 1998 - robot-building kits with motors, sensors and small programmable computers Gorry, G. A., & Westbrook, R. A. (2009). Winning the internet confidence game. Corporate Reputation Review, 12(3), 195-203.
  6. 6. 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 online brand communities, do unto yourself as others already do unto you. Wall Street Journal.
  7. 7. Tweet your answer for a prize: What TV series inspired the creation of this Lego RV? Tweet your answer to @SocialLego Clue: Chemistry
  8. 8. Movies Made from Bricks • Movie parodies using stop motion with legos • Posted on the web (brickfilms, youtube)
  9. 9. Lego Encourages Movies • Steven Spielberg line specific for making movies • Movie studio on • Lego movie app Howell, P. (2001, Nov 21). Lego movies are all the rage all over the net. Toronto Star.
  10. 10. Lego Fans as Innovators “Fan involvement greatly enhances our ability to deliver premium products and an exciting building experience back to the adult fan community” Jamie Berard, Lego Fan turned Lego Designer Lego Jewellery by Lisa Taylor Yun Mi Antorini and Albert M. Muñiz Jr. The Benefi ts and Challenges of Collaborating with User Communities. Research-Technology Management. May—June 2013.
  11. 11. Lego Cuusoo • Crowdsourcing platform – 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
  12. 12. What Motivated the Use of Social Media? INTERACTION WITH COMPANY • Critique • Complain • Commend
  13. 13. What Motivated the Use of Social Media? INTERACTION WITH LEGO ENTHUSIASTS • Create • Play • Share • Connect
  14. 14. What Motivated the Use of Social Media? CREATING STORIES…
  15. 15. What Motivated the Use of Social Media? INTERACTION WITH LEGO USERS • Learn • Review • Educate
  16. 16. Tweet your answer for a prize: Lego comes from the Danish phrase Leg Godt, which means what? Tweet your answer to @SocialLego
  17. 17. Social Media Platform Engagement FaceBook # of Subscriber/ Followers YouTube Channel Twitter Instagram YouTube Club TV 6,952,000 271,000 118,000 112,000 83,000
  18. 18. Social Media Platform Engagement • Facebook is the main platform • Key features and apps to: – – – – Search Spread Show-off Socialize
  19. 19. Social Media Platform Engagement My LEGO Timeline • Share and Showoff • Cherished LEGO moments • Emotional connection
  20. 20. Social Media Platform Engagement REBRICK • Teenagers and adult fans • User generated content • Unique creation • Selffulfillment
  21. 21. Social Media Platform Engagement PINTEREST • Visual connection YOUTUBE • Browse customized channel
  22. 22. Charlotte’s Letter Dear Lego company: My name is Charlotte. I am 7 years old and I love Legos but I don’t like that there are more Lego boy people and barely any Lego girls. Today I went to a store and saw Legos in two sections — the girls' pink and the boys' blue. All the girls did was sit at home, go to the beach, and shop, and they had no jobs but the boys went on adventures, worked, saved people, and had jobs, even swam with sharks. I want you to make more Lego girl people and let them go on adventures and have fun, ok!?! Thank you. From Charlotte
  23. 23. Charlotte’s Letter Since the letter first arrived on the Internet on January 28th 2014, it has been retweeted over 2,000 times and shared on Facebook by over 5,000 users within a week.
  24. 24. Charlotte’s Letter “LEGO play has often been more appealing to boys, but we have been very focused on including more female characters and themes that invite even more girls to build, and in the last few years, we are thrilled that we have dramatically increased the number of girls who are choosing to build…. we have added new characters to the LEGO world to better balance the appeal of our themes”. - Lego, January 30th 2014
  25. 25. Tweet your answer for a prize: What was Lego’s goal for engaging their fans with social media? Tweet your answer to @SocialLego
  26. 26. Distribute Customized Content which Lego’s Audience Values • Deliver consistent content to customers that provides value • Create environments for your consumers to interact and share brand love • Customize content for your customers’ bases—what is right 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
  27. 27. Thank You!