Lego partners with Facebook to focus social media on parents in global campaign

Lego is working with Facebook to target parents through the launch of a global campaign that will encourage them and their children to post content demonstrating the breadth of their imaginations.

What is a Kronkiwongi? It is the name of the toy maker’s latest social endeavour but more importantly it is the question it hopes floods its social media feeds over the next four weeks. From animal to vehicle, the term is meant to mean all things to all kids and provide parents with the reason to ditch the instructions and let their imaginations run wild.

A year in the making with Facebook’s Creative Shop, the concept is brought to life in a series of documentary-style videos. There are two sets of three films, featuring several cute kids thoughtfully explaining what Kronkiwongi means to them as they build away. Real kids rather than actors were used to capture their reaction to being asked to build something that didn’t exist.

In one video, a child – clearly wise beyond his years – said “Well, it’s just so I can get my ideas out and then I can see what they look like – in bricks. Whereas another kid described their Kronkiwongi as a creature whose glasses are going to have “cute little ice cream cones”.

Lego is targeting the videos (see above) to the News Feeds of parents on the channel, a decision intended to exploit the rising tide of visual posts within the content stream. More than 4 billion video views take place on Facebook each day and the toy business wants to leverage this paradigm shift for its own ends.

Each RSA Films-created post ends with a call to action to use the #Kronkiwongi hashtag, which is being used to tag Kronkiwongi submissions from parents and their kids. The interpretations can be either photos or videos and all will feature in a fourth film at the end of the campaign.

Lars Silberbauer, director of global social media at Lego, said the success of the campaign would depend on how many people it reached rather than sales. Facebook is one of the first places parents now go to tout the creative stuff their kids have done, he continued and the business pounced at the chance to naturally insert its brand.

The approach reflects a relative recent switch in the Lego’s marketing in that adult and child are treated one and the same. As the company transforms from toy manufacturer into media business, it is this approach to audience engagement it is firmly holding on to in order to keep focused on the customer experience.

To fuel its march into the media space, the business is leaning harder on user-generated content in order to provide a sustainable source of digital content.

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Seb Joseph

Hi, I'm the news editor at The Drum. Give me a shout if you have any questions about our news coverage or would like to pitch in a story.

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