Originally at https://searchenginewatch.com/2016/02/11/how-legos-kronkiwongi-campaign-drove-customer-engagement/

Last week the SEW team were at Connect, our two-day search event in Miami. Here’s the third in a series of posts summarising a few of our sessions, covering either organic engagement or paid search innovation.

Here we’ll be taking a brief look at an excellent presentation from The LEGO Group’s Head of Global Search Marketing Luis Navarrete, covering how LEGO used the power of social, search and old-school PR to make a success of its Kronkiwongi campaign.

Let’s start with an insight into your childhood:

Start feeling both bad and good about yourselves, 98% of you reading this right now were creative geniuses at the age of three years old, “Our brains were constantly looking for different opportunities and solutions,” stated Luis.

What happened people? Only 2% of us now have retained these levels of creativity.

Here’s another insight:

Some parents perceive LEGO products as a “collection of predefined sets with prescriptive instructions” rather than “stimulating free creativity, imagination and endless possibilities to play”.

Ah, it’s a tale as old as The LEGO Movie.

the lego movie will ferrell

To challenge this attitude, LEGO set out to “reveal and celebrate the universal potential of children’s creative play.” To show parents that LEGO bricks can help inspire the builders of tomorrow; to increase the 2%.

This is where Kronkiwongi came in

To demonstrate the power of children’s imagination, LEGO asked children from around the world to build something that doesn’t exist.

<img class="aligncenter size-full wp-image-57058" src="https://searchenginewatch.com/wp-content/uploads/sites/25/2016/02/kronkiwongi-doesnt-exist.png" alt="kronkiwongi doesn't exist" width="800" height="441…

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