Question

Relate the principles of the Digital Involvement Cycle to how LEGO can use the LEGO Life online community to nurture leads and increase involvement among the target prospects. Support your answers with examples.

Answer 1

The LEGO Life online community has recruited thousands of users in less than two months of iit's launch. 90 percent of users come in between the age group of five to ten years.

It aims to build a safe social network for kids aged 13 or below. To ensure this it implements a number of measures for the safety and security of personal information i.e. providing users unique display names and avatars to protect their identities, uploads and comments are moderated, images containing or revealing personal information are rejected.

It allows kids to connect with other like-minded kids to express their creativity, share their creations, interact with different LEGO characters, and upload images and video posts. The kids also participate in building and decorating activities, take part in polls, quizzes and competitions.

LEGO's digital marketing strategy for this online social platform aligns with it's mission statement and overall brand strategy. They have realized that in today's time, any successful marketing campaign needs an interactive and engaging online presence.

Using the basic principles of digital involvement cycle, to effectively reach out to kids under 13, LEGO realized that it is important to reach out to the parents also along with the kids. Digital media use by kids below 6 years old is heavily regulated by parents. To target such parents, other than their in house social media channels, LEGO Life has partnered with famous local parenting sites to deliver the key message that it is a safe social networking platform where kids can learn through play. Apart from that, they also work with local mother groups to spread the message by word of mouth to the local parents forums.

To further educate the kids about the online community, especially kids above the age of 6 years, they have invested in kids’ video channels and app network with a main message that LEGO Life is full of exciting new stuff for kids to inspire and be inspired, and that they can have their personalized community and have fun in the process.