Category: Best Consumer Engagement
Advertiser: LEGO
Product/Service: LEGO REBRICK
Media Agency: NAKED COMMUNICATIONS, Copenhagen, DENMARK
: Naked Communications Copenhagen (Naked Communications Copenhagen)
Media placement: World's First Brand-Driven Social Network - From Owned Media To Earned Media - 1 December 2011
Insights, Strategy & the Idea
ReBrick is perhaps the world first entirely brand-driven social network, built together with LEGO fans, for the fans. Even the design is fan-created.
Rebrick is developed to create an informational and inspirational ecosystem for adult fans of LEGO - people who love LEGO for what LEGO is.
LEGO has a very strong and engaged community with hundreds of thousands of videos and millions of images on the Internet, but it’s spread throughout thousands of unconnected blogs and websites. ReBrick ties all this together by allowing users to add content to the site as "social bookmarks", for easy sharing, commenting and mutual inspiration - and structuring all information through the taxonomy of tagging, categorising and describing.
Creative Execution
Lego fans are already active sharers of content, and now they are getting their own social network.
ReBrick is a platform for grown-up Lego lovers to share, recommend and spread their Lego creations online. It allows users to add web content to the site as "social bookmarks"
The bookmarking technology means that content can be viewed on ReBrick, while it is still stored in it's original location, allowing viewers to follow what interests them back to the source, where interest communities can flourish and like-minded people meet. ReBrick’s built in functionality encourages fans to recommend the site to even more fans, through other social networks, making Rebrick.com an ever more powerful social catalyst
Rebrick is the opposite of the "death star". Rather than sucking content/energy/community into one central place, it is a core that merely joins up and distributes energy to the thousands of interest communities that exist around it.
Results and Effectiveness
More than a hundred thousand fans have already started rebricking their content in the Beta phase without any kind of media spend. PR value in the millions have been generated from journalists (i.e. Gizmodo, Wired, Yahoo News, Fast Company, Creativity and Contagious) picking up the story without any efforts from The LEGO Group. All showing the powers of an idea who's time has come; a well-functioning social media eco-system where LEGO fans are the main media channel.