The Lego Connection
posted by Cheryl PellegrinoTuesday, March 3rd, 2009
My 9-year old son recently took part in one of our elementary school’s most anticipated events – the annual Lego science fair. The competition, which this year centered around the topic of climate change, attracted numerous students, parents as well as state and local officials. There was a piece for everyone. The kids loved building with Legos, the parents felt good because their children were learning more about science, and the government representatives were able interact with community members and demonstrate their commitment to the public school system. While viewing the intricate displays and watching the awards ceremony, as a marketer I couldn’t help thinking about the benefit to the Lego brand and the positive goodwill and exposure they were receiving among their direct target audience (children) as well as their personal bankers (moms). In fact, when the state’s Attorney General thanked Lego for the company’s commitment to safety and education, I knew he had touched on two topics moms cared about most. And what did we do the very next day? What else? Go out and buy more Legos. This type of grassroots PR campaign is nothing new but it served as a reminder to me that just like a couple of Legos, brands need to stay “connected” to consumers to succeed.
