For several years, LEGO suffered in the toy marketplace. New gadgets and trendy new toys eclipsed the basic building blocks. Their adoption of merchandised content, like the Toy Story franchise, has helped in some ways, but it was their use of social media that really turned the business around.
This 30-minute video focuses on Jake McKee, the former LEGO Global Community Relations Specialist. He looks at how using social media allowed them to find a whole new market they had previously missed: Adults.
It’s an interesting watch, particularly for understanding what your community can offer you, as well as what you offer them.