A series of documentary-style videos will launch on Facebook today (29 April) showcasing the reactions of kids around the world in their own homes when they are challenged to “build something that doesn’t exist” – or as Lego calls it, a Kronkiwongi.
The films, created by Lego and Facebook’s Creative Shop, are part of its efforts to reach the parents on Facebook who share activities they do with their child by posting photos, according to Lars Silberbauer Andersen, global director of social media and search for Lego.
Andersen, who says the Kronkiwongi idea came from a term used in his childhood, told Marketing Week that the brand hopes to inspire parents to ask their kids to build a Kronkiwongi with them, with shared images and videos to be included in one final user-generated video before the campaign wraps up in three weeks.
The move is in line with the brand’s recent strategy to involve co-creation and fan-generated content in its marketing, having included fan-created videos in the Bafta-winning The Lego Movie last year.
The company also has an “open innovation platform” which invites users to design and upload product ideas, with the possibility of the designs being made into real products if they receive enough votes.
In March, the brand’s VP of marketing and consumer experiences Conny Kalcher told Marketing Week that Lego tries to reach all touch points with its marketing and “orchestrate one story”.
“It’s not just a traditional campaign, it’s also experiences that the kids can actually engage with and be part of and tell the stories,” she said.
“We used to be a toy manufacturer, but we are turning more and more into a media company,” she added. “To tell the story about our bricks, we have to tell our media story.”
Meanwhile, Jill Gray, creative strategist for Facebook’s Creative Shop, said that by partnering with Lego, which overtook Ferrari to become the world’s most powerful brand in 2015, the social network is hoping to continue its shift to focus on “visual communication”.
“People prefer sight, sound and motion, and we wanted to build a campaign that delivers the way people want to be communicated to,” she said.
She added that the company’s engineers are constantly looking to develop video tools to reach this goal, such as the recent “This day three years ago” feature.