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.

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