Marketing Splat #2 - LEGO goes "Virtual Design"

[greeneagle]

In keeping with the times, LEGO has introduced “Lego Factory” encouraging customers to design custom LEGO sets on the Web and have them made and shipped to specification. To facilitate this marketing play, they have introduced “Lego Digital Designer”

In testing, they ran a contest where winning participants designed Lego sets that are now for sale. Designers can publish their designs on the LEGO site, and make them available to other customers.

LEGO senior brand relations manager Michael McNally told ClickZ News
"People are looking for outlets and venues where they can share common interests. It's the whole trend of sharing your personal preference or taste with a community that has access to make it their own."

This marketing campaign demonstrates a high degree of marketing acumen for a 50 year old company. They are definitely keeping with the times. This new “virtual design” service not only provides great marketing potential, but also promotes advanced technical learning for young participants.

Michael McNally gets a ranking of “2 Thumbs Up” for spearheading and the realization of a valuable Marketing and technical learning tool in this campaign!

Ken