Lego and user-generated content

November 2, 2012Uncategorized

One of the cleverest and most cost-effective ways to market your brand or product is to get someone else – ideally your customers – to do it for you.

User-generated content is not a particularly new concept – companies like Coca-Cola have been doing it for years by getting its customers to submit photos or videos, and as long as there is some incentive or prize to be won, people are very happy to spread your brand message for them.

Here in Australia, the radio station Triple J has run their Beat The Drum campaign since the late ’90s, getting its audience to gets its logo out there and seen by the most number of people possible. Tourism Queensland also got in on the act, with an overwhelming number of people submitting videos promoting the state in an effort to snag the ‘Best job in the world‘.However, the undisputed king of clever, fun and engaging user-generated content in recent years has been Lego.

Lego’s latest user-generated effort is their Lego Cuusoo project.

With Lego Cuusoo, users are encouraged to upload something they have made from Lego, share it with others and get people to vote for their creation. Creations with more than 10,000 votes get reviewed by Lego, and the best ones are turned into real kits. As an added incentive, the creator gets a 1 per cent royalty if what they’ve made goes into production.

This idea is clever on a number of levels.

Not only does it cost Lego very little, but there is a real creative incentive for people to share their creations with as many people as possible – and who wouldn’t want their creation made into an official kit, let alone receive royalties for it!?

All in all, it raises brand awareness, spreads their message, makes them look generous and builds loyalty with its customers – and costs a fraction of traditional marketing. It’s content marketing at its smartest.

How could user-generated content spread your brand’s message?

Anthony Reynolds – Content Strategist

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