Latest / Community Marketing with Fexingo: Discord, Slack Groups, and Brand Communities
How Lego Turned AFOLs Into Its Best Marketers
Lucas and Luna dig into Lego's community strategy — specifically how the company transformed adult fans into product co-creators and unpaid brand evangelists. They walk through the Lego Ideas platform, where fan-submitted sets like the NASA Saturn V and the Medieval Blacksmith went from community vote to retail shelf, generating millions in revenue. They discuss why Lego doesn't control the narrative around its most passionate community, how the AFOL (Adult Fan of Lego) movement started as a fringe group and became central to the brand, and the tension between corporate control and…
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