Ceding control to consumers: crowdsourcing lessons from LEGO and PepsiCo

In this article, executives from LEGO discuss its successful Cuusoo online crowdsourcing platform, which has helped the company create several new products by successfully engaging with the community it knows as AFOLs - or "Adult Fans of Lego".

Ceding control to consumers: crowdsourcing lessons from LEGO and PepsiCo

Sarah Shearman

For the past 15 years, LEGO - the Danish toy brand - has been "very serious" about community development and proactively working with its biggest fans. And, according to Peter Espersen, LEGO Group's head of online communities, this approach has delivered significant benefits. "Not only does championing fans help us reach people outside of the company; it creates coherence inside the company," he said.

Speaking at the South by Southwest Interactive Festival in Austin, Texas, Espersen discussed how the firm has raised the stakes with its existing community...

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