Brick by brick, LEGO builds social success

06/3/2010 |

An award-winning campaign from LEGO used a wide variety of social elements to build buzz and reach a wider audience. A viral video racked up 1.6 million views, supported by a bespoke website, a strong Facebook presence and an iPhone app with 2 million downloads. Now the company plans to make social campaigns a permanent part of its marketing mix.

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