Latest / Community Marketing with Fexingo: Discord, Slack Groups, and Brand Communities
How Lego Ideas Crowdsourced a Billion-Dollar Product Line
In this episode of Community Marketing with Fexingo, Lucas and Luna explore how Lego Ideas turned its most passionate fans into product designers and marketers. The platform, launched in 2008, has produced over 50 sets, including the NASA Apollo Saturn V and the Beatles Yellow Submarine, generating hundreds of millions in revenue. Lucas breaks down the mechanics: how fans submit designs, gather 10,000 votes in two years, and if approved, earn 1% of net sales. Luna questions the scalability and brand risk, leading to a discussion on moderation, IP clearance, and community backlash when beloved…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.