Lego and the Kronkiwongi!

In 2014, Lego decided to do a global campaign for kids and their parents for a co-creation. This challenged the kids to “build something that doesn't exist.” That is a Kronkiwongi; something that doesn’t exist. These are short videos of kids showcasing their own Kronkiwongi. All of the top pick videos from around the world are complied into a video/documentary style and was posted onto Lego’s Facebook page. I tried to find the link, but I guess it doesn’t work anymore. This was a strategy to co-create and have fan-generated content in its marketing. The Kronkiwongi that won were put into The Lego Movie (2014). Also, some of the winner’s creations were made into real Lego kits! I vaguely remember my little brother creating a Kronkiwongi in 2014 and submitting it. Even though he didn’t win, we had a lot of fun together!

This was a well orchestrated campaign and Lego hit every point in the marketing rulebook. They reached a wide audience and even connected with them through the Kronkiwongi. It made the campaign successful because of the company itself and the tie with the upcoming movie. They advertised well and it worked out in the end.

Someone starting out in social media right now, should know that it’s not going to be easy. “It’s social media, right? How hard can it be?” Well, you have to make sure to know your audience first; that way you don’t say something that might offend your general audience. Also, no matter what you say, you’re going to make someone mad. Make connections, networking in your best friend. Another thing to keep in mind is to be present and stay engaged with your audience, you don’t want to lose your audience. Last thing, invest in customer service. Someone might reach out to you for help with your website/product and you might have to help them via DMs.

Lego hit all checkmarks and you can too…with a little elbow grease.