Lovisa Hogstrom @k_lovisa_91
Students jumped headfirst into the land of live-tweeting during our second class on Wednesday, January 10th.
Lecture began with the beginning of the internet. Kelli Matthews started with a discussion of Web 1.0, 2.0 and 3.0. Twitter exploded with information, diagrams and commentary about the changing environment of the internet.
At the same time, a post made by Justin Hanes (@justinchanes) about a recent controversy surrounding H&M inspired a lot of engagement. A lot of people commented to Hanes and added their own articles or insights to the chat.
After the initial responses to the H&M controversy, the chat slowed down and tweets returned to focusing on information and commentary.
Enter the Lego fandom.
Matthews introduced the Lego fandom as an example of brands going to the conversation instead of trying to create one themselves.
First, we learned that Lego has unexpected profit sources – on average, children pay $25 for Legos, while adults are willing to pay $2,000. These adult super fans not only purchase thousands of dollars on merchandise and attend conventions, but they also dedicate a great deal of their time on social networking platforms discussing these passions. The Lego marketing team knew they had a goldmine of untapped potential but first they had to figure out how to reach them.
Lego succeeded by reaching out to the online platforms and participated in the conversations happening to learn what consumers were looking for. They also reached out to influencers and invited them to go to headquarters and discuss what they wanted to see in terms of new products.
This example caused an explosion in the chat which lasted for the remainder of class. People were amazed to find out that the Lego fandom had such a large presence and there was a lot of surprise at what Lego did to reach out to them.
Tweets included gifs, photos and links.