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The LEGO company has restructured itself several times in the last decade and is
now one of the most successful toy companies in the world.
a) Explain the role
that Social Media has played in re-vitalising the brand and extending its reach.
Explain your answer with reference to LEGO’s social media marketing (SMM)
Strategy, target audience(s), methods used to engage with the world at large
(fans, existing customers, developers, users, potential customers) and specific
tools and networks used.
b) Discuss the importance of ‘crowd sourcing’ to its
successful business model
(do the research and answer the two questions)
