Ch. 18- Social Media and Marketing

One of the biggest challenge faced by a log history company would probably be staying young and relevant to the ever-changing society.  In the last few decades, social media has become an emerging marketing strategy to promote, or more precisely "communicate" with the consumers. The new generation are looking for something close to their life which are apposite and evocative. They can find anything they need on the internet, they are not buying traditional marketing which are bored and what we called "hard sell". So how can the LEGO group take advantage of the social media to build customer loyalty, as well as absorb new consumer group? As what Lars Siberbauer, the LEGO group global director of social media said, "it's all about connecting with the consumers and finding out what the social needs are. And then building engagement on top of that."


Here are the few approaches used by LEGO to achieve what they said connecting with the consumers.

1. Facebook
The LEGO official Facebook page was established in 2007 and it now has over 10 million people like on their page. LEGO take good use of the most popular social platform to interact with consumers. It often used to promote the company's new products and updates and most importantly, they will post some interesting photos or videos that are related to recent events. For example, they made a funny video of the Star War Movies.

The Empire is on high alert! #LEGOStarWars #ShouldHaveUsedTheForce
Posted by LEGO on Thursday, February 11, 2016

It also forms a community for LEGO fans to share their collections, their love towards the much-loved childhood toy and they may get response from LEGO, no matter if it is a complaint, question or just a little sharing. It foster interaction and communication with consumers, also cultivate a approachable image.


2. LEGO Idea
Other platforms like Youtube, Instagram, Twitter, etc are performing a similar duties to communicate with their target customers. However, the LEGO Ideas provides the LEGO fans a sense of involvement to participating in the product development. LEGO Idea is a creativity inspiring platform designed to allow LEGO lovers to submit their ideas for LEGO products. If the idea reach more than 10000 votes. It will be forwarded to the head of product development for review and it may has the opportunity to become a actual product sold around the world. Other than just simply purchase a LEGO product, you have a chance to become a LEGO designer. Besides of connecting with consumers through social network, LEGO take it to a new level of engagement that allows consumers to anticipate and be part of the community.