If brands struggle with one thing in the audience engagement stakes, it’s getting people actively involved. They can develop highly creative and striking cross-channel ad campaigns, target consumers through social media and mobile, entice them with offers, boost customer experience both online and offline, and more, but arguably more valuable than all of this is driving a direct action – getting people to participate. To do this, brands need to push the boundaries of marketing a little further.
Lego is great at this. It’s Yoda Chronicles offers short tales from the legendary sci-fi story told through animated Lego figures via YouTube. It provides a safe way of presenting to kids what could otherwise be violent stories, is a wonderful soft sell for the Stars Wars Lego range, but more importantly it’s a very clever way to reinforce the world of Lego via social media using content, which is far more engaging and effective than simply advertising its toy range. What’s more, it has proved so engaging that some consumers have been creating their own Lego animations – and we all know that imitation is the sincerest form of flattery. Essentially, this provides a great way of participating in Lego outside of the traditional brick building, while reinforcing this core proposition.