Rationale for Crowdsourcing

 

Case Study: Lego Ideas

Company Overview

One notable company that has effectively utilized crowdsourcing is Lego, the renowned Danish toy manufacturer known for its iconic building blocks. Lego launched a platform called Lego Ideas that allows fans and consumers to submit their own designs for potential production as official Lego sets.

Rationale for Crowdsourcing

Lego employed crowdsourcing to harness the creativity and passion of its fan base. The company aimed to achieve several goals:

1. Innovation: By tapping into the ideas of its customers, Lego hoped to introduce fresh and innovative designs that would resonate with its audience.
2. Community Engagement: The company sought to strengthen its relationship with fans by providing them a voice in the product development process.
3. Market Validation: Crowdsourcing allowed Lego to gauge interest in specific designs before committing to production, thereby minimizing financial risk.

Crowdsourcing Methodology

Lego conducted its crowdsourcing initiative through the Lego Ideas platform, which is integrated into its official website. Fans can submit their original set designs, and once submitted, other users can vote on the designs they like. If a project receives 10,000 votes within a certain timeframe, it moves on to a review process by Lego’s design team.

Social Media Utilization

In addition to the dedicated platform, Lego effectively leveraged social media channels such as Facebook, Twitter, and Instagram to promote the platform and engage with its community. These platforms were chosen for their extensive reach and ability to foster direct interactions with fans. Lego’s social media presence helped spread awareness about new projects on the Lego Ideas platform and encouraged participation among fans.

Outcome

The outcome of Lego’s crowdsourcing initiative has been overwhelmingly positive. Several fan-submitted designs have successfully transitioned into actual products, including popular sets such as The Beatles Yellow Submarine and Women of NASA. This approach not only led to innovative product offerings but also fostered a sense of community and loyalty among fans who feel their contributions are valued.

Moreover, the success of Lego Ideas has inspired similar initiatives from other companies, demonstrating the effectiveness of crowdsourcing as a strategy for innovation and consumer engagement in the toy industry and beyond. Overall, Lego’s use of crowdsourcing has proven to be a powerful tool for enhancing creativity, community involvement, and business success.