Social Media Case Study: LEGO CLICK


Walk Into The Light
Image by Kaptain Kobold via Flickr

LEGO is a brand that many people are very passionate about, a brand people love and we’ve written before about how they use segmentation to engage their consumer base from children to enthusiasts in an innovative way. Now they have continued their innovative approaches to engagement and embraced social media. In a big way.

They have launched LEGO CLICK, an online community that brings together innovators, designers, artists and creative thinkers to develop new ideas related to toys. The site is designed to bring together ideas in written form, images and videos. They want to capture and catalogue ‘lightbulb moments’, ideas that are relevant to toys and to the market LEGO serves.

Unlike other ideas communities, LEGO CLICK does not (at least not yet) allow users to rank and rate the ideas. It merely allows you to suggest your idea or to share ideas that you see and like or are interested in. What makes this site particularly interesting, though, is its use of Twitter, Facebook and Flickr as a way of generating content for the site and promoting participation.

The LEGO CLICK community is a great example of the hub-and-spoke model of social media engagement. Users can contribute their ideas by tweeting with the hashtag #legoclick. They can contribute images by tagging their Flickr contributions with the same tag. And they can suggest ideas by video by tagging on YouTube in the same manner.

This is an interesting use of social networks to drive content to a community. In parts it is not dissimilar to the California Governor’s use of Twitter to harvest ideas for MyIdea4CA in 2009. It relies on contributions from users of other social networks and then brings them together in a single hub where different types of content from different sources meet.

What will be interesting to watch as this site develops is the amount, and the relevance of content that is created and added to LEGO CLICK. Currently there is a lot of content being dragged into the site that is discursive about the concept rather than the kind of ideas that the site is designed to harvest. It is getting a fair bit of content that is more like this particular blog post than an idea of lightbulb moment. This is one of the real problems with using tagging and a feed from other social networks to populate any site, but an online community in particular. You could end up with a lot of irrelevant content.

One of the things that MyIdea4CA did, and that it will be interesting to look for as LEGO CLICK develops, is to use rating and even commenting in the community as a way of sorting and prioritising ideas. The most popular or interesting ideas are likely to get the most votes or comments. And so these will rise to the top on the site, leaving the less relevant comment much further down.

But even without this kind of feature, LEGO CLICK is an interesting site and itself an innovative use of social media. Really driving the hub-and-spoke engagement model. Now we just need to watch to see what happens.

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  1. Footprints (25.01.10) | Chris Deary:

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  2. Jonas Ingvardsen:

    You should also check hassyNYC ( by Hasselblad.It’s another example on hub & spoke social media engagement - that brings in different types of content from different sources (Flickr and Twitter). All content made by a community of professionel and passionate photographers.

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  5. Cassie Rice:

    I want to say that that is a great idea - but their Lego Click website has a horrible user interface. It was difficult to figure out what to do and I don’t see any instructions on what the user should do. It seems like all you can do is share items on the page by dragging the lego. There’s just not much of a community-based focus on there.

  6. Gavin:

    Agree that the site is not community friendly. Which is a pity because this could be a great place for my 6 year old son to share stuff (I think - or is that legoland)? Yeah it is a bit vague as to what this all about. What/where/why is driving contribution to this site? Is there external advertising or people driving content out there?
    On the surface the site looks nice but if there was heaps of stuff, you have to turn so many pages to see what little content there actually is and you can’t comment or rate it.

    Idea 8/10.
    Execution 5/10.
    Success ?/10.

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