Latest / Community Marketing with Fexingo: Discord, Slack Groups, and Brand Communities
How a $20 Million Community Team Runs Itself
Lucas and Luna explore how Lego Ideas, one of the most famous brand communities, actually operates as a self-sustaining marketing machine. They break down the specific mechanics: how user-submitted designs get voted on, the review process that turned 36 projects into commercial sets in 2024, and why the community costs Lego almost nothing to run while generating millions in free R&D and PR. They also look at the tension between community autonomy and brand control — and why Lego’s willingness to let fans fail matters more than its successes.
#LegoIdeas #BrandCommunity #UserGeneratedContent…
The skinny
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