Latest / Community Marketing with Fexingo: Discord, Slack Groups, and Brand Communities
How LEGO Ideas Turns Fans Into a Free Marketing Army
In episode 63 of Community Marketing with Fexingo, Lucas and Luna dive into LEGO Ideas — the platform where fans submit designs, vote, and see winning sets brought to life. They unpack the numbers: 2 million members, 100,000 fan submissions, and 55+ sets produced since 2010, including hits like the NASA Apollo Saturn V and the Beatles Yellow Submarine. Lucas explains how LEGO turns superfans into unpaid product developers and viral marketers, and Luna points out the hidden cost: the thin line between enthusiasm and exploitation. They also explore the 'LEGO Masters effect' on…
The skinny
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