LEGO fans make up one of the most enthusiastic online fan communities in existence. We don’t mean kids within the product target group; we mean the teen and adult fans. That’s right: Adult fans!
By nature, these fans build what appeals to grown-ups, and that doesn't always fit well with the company line. So how does The LEGO Group nurture these online fans while not pissing them off?
ReBrick.com and LEGO CUUSOO are LEGO Group online communities for adult fans to share user-created LEGO content (although there are many more fan created communities). It is created as a social collaboration between the LEGO Group and the LEGO fans.
Every day, we balance between brand values and fan culture within these online fan communities. As companies grow, their fan base grows as well, and many companies aren’t prepared for what that means. Do not kid yourself - fans means business!
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official listing on sxsw.comhttp://schedule.sxsw.com/2014/events/event_IAP18651