SXSW Interactive 2013
Shut Up and Take My Money: LEGO Does Crowdsourcing
Come hear from the intrapreneurs with a web-startup mindset who opened the LEGO Group to solicit and deliver crowdsourced products. In 2011, LEGO open its factory doors with LEGO CUUSOO, allowing fans to propose designs for new products and collect votes from their peers. The LEGO Minecraft proposal in late 2011 took the beta site (and the Internet) by storm and became a hit product of the summer.
But to LEGO fans with high expectations, something seemed rotten in Denmark. Transforming this crowdsourcing dream into reality was a lot harder than stacking a few bricks together. LEGO CUUSOO allowed acute demand to emerge overnight, and when it did, production resources in the traditional manufacturing company remained fixed and finite. The company learned pointed lessons about transforming fan concepts into real products under public scrutiny, and will share hard-learned best practices that will help you allow your fans to drive product innovation.
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Additional Supporting Materials
- What kind of response did you receive? How did the response differ from what you expected from the outset?
- What did you learn about your customers that you didn't know before? What trends and potential markets emerged?
- How did a traditional manufacturing company like LEGO need to adapt to fulfill this type of consumer demand and bring these products to market?
- What mistakes did you make along the way and how did you rectify them? What would you do differently now that you have learned from this experience?
- What does someone looking at crowdsourcing new products need to think through in order to be prepared?
Tim Courtney, Senior Consultant, LEGO Systems, Inc.