What Happened
Aiming to stay engaged with its core customers even after they put down theor Lego pieces, Lego has created an Instagram-style social network for kids to show off their Lego creations. Dubbed “Lego Life,” the branded social platform lets kids aged 5-13 to share their creations in a kid-friendly, safe environment, and comment on others’ posts with custom Lego emojis.
What Brands Need To Do
This is the latest example of traditionally non-digital brands branching out into digital platforms and establishing mobile touch points in order to stay engaged with today’s connected consumers. A recent eMarketer study shows that 45% of kids 11 years old and younger in the U.S. are using a smartphone, and a 2016 survey shows that over half of children have created a social media account before the age of 12. Therefore, it makes sense for Lego to launch a social network so as to foster an online community of Lego-loving kids and keep them engaged with its products. With media time increasingly shifting to mobile devices, especially among the younger demographics, brands can greatly benefit from such mobile-native initiatives.
Source: The Next Web
