Toy brand Lego is planning to release a sequel of its self-titled feature film and the company’s head of community and co-creation says brands must empower their loyal fans.
The Lego Movie was launched in February and has been a surprise hit at the box office, making more than $250 million. Speaking at the Festival of the Media in Rome, Lego’s community and co-creation head Peter Espersen believes that the brand’s success has come from harnessing and engaging with their hardcore supporters
“We are in contact with over 200 independent [Lego fan] communities,” he said. “I try to understand these people. You need to talk and interact with the fans. A lot of marketers fear the engaged user.”
Lego uses crowd-sourcing for ideas and gives 1% of its net sales to consumers who come up with great ideas that are turned into a Lego product. Five seconds of the Lego feature film was co-created by fans and the passion and love for the brand has driven sales and tickets for the movie.
“It’s an obstacle to overcome, what you don’t understand you don’t see,” Espersen said. “These guys [hardcore fans] are tremendously valuable. Don’t fear the people that love you the most. “
Espersen believes marketers must explore new media channels, technologies and social platforms to connect with potential and existing consumers. “It’s all about exploring so you’re ready for the big shift,” he said.
“I don’t think you change your company in a day or a week or a night, unless you’re really threatened. So it’s about figuring out how these key parts in your overall strategy and things should be aligned. It shouldn’t be everyone going alone and in their own direction.
“It’s about making sure that you create value for the consumer and for the company. We don’t do things that’s just purely for the company, or for the consumer, it needs to be a win-win both ways. Or else it doesn’t really make sense.”
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