In Innovation Excellence: How Lego is using social crowdsourcing for engagement. Where the audience seems to be in control, with good effect. Of course Lego starts with being a fun product that begs for engagement.
" ... Too often, we see that crowdsourcing has been hijacked by a corporate marketing department. This is not the case here. Yes, LEGO does receive lots of exposure and press coverage, but they also deliver real products based on the crowdsourcing. I believe crowdsourcing projects that not only bring better conversations with users and customers, but also help delivers real products and services are far more sustainable. LEGO CUUSOO is a good example. If you want to be successful with crowdsourcing – and perhaps even with business-to-business open innovation – you need to master social media. The LEGO CUUSOO numbers and facts speak for themselves. ... "
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