An article in Wired Magazine looks at how Lego Mindstorms worked with an influencer audience (by mistake at first) to create authentic dialog and consumer involvement in their product:

Lego's Danish brain trust soon realized that their proprietary code was loose on the Internet and debated how best to handle the hackers. Some Lego executives worried that the hackers might cannibalize the market for future Mindstorms accessories or confuse potential customers looking for authorized Lego products.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in