Lego: Staying in the game with social media

Who does not like Lego? I can still remember myself playing with Lego as a child, and my kids in turn playing with their own Lego sets and bricks. Especially in a world that is increasingly electronic and virtual, it is great to see kids being attracted to spending time with a hands-on, real and so tactile. 

Assessing how the Lego company (which has been around since the 1930s) has evolved, it’s especially interesting to look at how the company transformed its marketing, and specifically how it manages to keep an ongoing conversation with its constituents. 

When we look at the Conversation Prism, it makes us appreciate how an entire corporation should be engaged with its social media strategy to be successful. This should not be one out of many programs, but rather a way to continually converse and engage with customers for mutual benefit.   

For Lego, using social media allowed it to completely reposition itself and keep itself relevant and competitive. I could write a whole lot about this but I will focus on only a few elements that resonate so well with a well-done strategy. 

Lego seems to really understand the commitment needed to provide and gain value in its social media conversation. The following examples show a great understanding of how to engage:

  • YouTube videos. Lego’s videos are truly engaging and entertaining, but also geographically relevant to where they are released 
  • Competitions. Knowing that part of social media is allowing users to take pride in what they create, Lego offers competitions of users posting their pictures with their Lego creations
  • Direct input. Lego provides a direct channel for users to suggest their own Lego set ideas online — where other users can vote
  • Timely connections. Lego keeps current with posted videos of its own on anywhere from the recent female spacewalk to featuring Simone Biles or even releasing its own full feature films.

By allowing customers to show their loyalty and connect with the company across multiple channels, Lego is not only keeping itself current, but it is also building a meaningful connection with new generations of life-long Lego lovers. 

When writing this post I referred to The brilliant Conversation Prism, and read not only about Lego, (See their corporate Web site,) as well as various articles on Adweek and Fast Company.


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