Exercise: Ideas.Lego.com

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From the course by University of Illinois at Urbana-Champaign

Marketing in a Digital World

4510 ratings

University of Illinois at Urbana-Champaign

Marketing in a Digital World

4510 ratings

Course 1 of 7 in the Specialization Digital Marketing

This course examines how digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by shifting the balance of power from firms to consumers. Marketing in a Digital World is one of the most popular courses on Coursera with over 150,000 Learners and is rated by Class Central as one of the Top 50 MOOCs of All Time (https://www.class-central.com/report/top-moocs/). This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.

From the lesson

Course Overview and Digital Tools for Developing Innovative New Products

In this module, you will become familiar with the course, your instructor, your classmates, and our learning environment. Then, you will learn how new digital tools are enabling customers to take a more active role in developing and branding the products they consume.

Exercise: Ideas.Lego.com5:50

Meet the Instructors

Aric Rindfleisch
John M. Jones Professor of Marketing
Department of Business Administration

Open that.

Oh.

If you're like me,

you've probably played with Legos as a kid.

Perhaps some of you still do.

In addition to being one of the world's most popular toys,

Lego is also one of the planet's most valuable brands.

Thus, I thought it'd be a great example for our first exercise on customer co-creation.

We should take a look at a very popular co-creation initiative called Lego Ideas.

Oh, wow. It's like a dissertation.

The goal of this exercise is to get a deeper understanding of

how firms employ co-creation through digital platforms.

Lego was established in Denmark back in 1949.

Since that time, it's sold its bricks to over a billion people on our planet.

Many of those folks, perhaps all of them,

have reassembled these Lego bricks in combinations the company never imagined.

Hence, there's lots of untapped creative potential

that can be used to generate new products.

That's exactly what the Lego Ideas initiative is all about.

The Lego Ideas platform was officially launched in 2014.

It allows fans to submit their new product concepts or new Lego sets.

Every month, this website receives hundreds of

submissions from Lego fans all across the world.

It also allows other fans to support these ideas.

If a given submission receives 10,000 supporters,

it is then officially reviewed by

the Lego team for possible development as a new product.

On average, Lego has been launching about 10 of

these ideas as official new products every year.

Thus, this initiative plays a substantial role in Lego's product development strategy.

This was me at 15.

This is me at 50.

Here's what I'd like you to do. First of all,

go to the Lego Ideas website.

I recommend simply typing the words Lego Idea into your browser.

Once you're at the Lego Ideas website,

you'll notice this top menu bar.

Click on discover.

This will allow you to see

all the different ideas that have been submitted to this website.

Just take a look at them and then pick three ideas that you like in particular.

For example, I'm a big Vincent van Gogh fan,

so I see a cool example

of van Gogh's studio from way back when.

You can see some photographs of each submission.

There's Vincent van Gogh in cowboy, Vincent van Gogh.

You see his living quarters and so forth.

And also you notice a description of the idea,

and perhaps the inspiration behind it.

Please read that, and also take a look at the comments.

You have comments here by other fans,

and also official Lego comments from time to time.

Just click on those and take a look at what people are saying about that idea.

So, do that for three different submissions.

Once you've done that,

all you need to do is complete the exercise.

Rectangle ones. I know I can't even do this.

Once you finish browsing these three ideas, here's what I'd like you to do.

First of all, please record the names of these ideas,

that should be pretty easy.

Second, please provide your thoughts about how this initiative,

this co-creation platform, how that made you feel about Lego in general.

Third, please tell us what type of co-creation,

if you recall we have four different types of co-creation,

what type of co-creation that Lego is using in this platform?

And finally, please provide some thoughts on what you believe is Lego's rodder strategy?

Why did they establish Lego Ideas?

What are they trying to accomplish?

Well, that's it. I look forward to your answers.

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