IDEA FACTORY BLOG by Pereira & O'Dell San Francisco for LEGO

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IDEA FACTORY BLOG

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Industry Toys
Media Promo & PR, Case study
Market United States
Agency Pereira & O'Dell San Francisco
Director Leigh Marling For Blue Sourde
Executive Creative Director Andrew Clarke, Kash Sree
Producer Sara Krider, Kelsie Van Deman
Editor Damion Clayton At Rock Paper Scissors
Released December 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: LEGO SYSTEMS
Product/Service: LEGO
Agency: PEREIRA & O'DELL
Date of First Appearance: Dec 27 2009 12:00AM
Entrant Company: PEREIRA & O'DELL , San Francisco, USA
Entry URL: http://showcase.noagencyname.com/Lego/Click/Website/index.html
Chief Creative Officer: PJ Pereira (Pereira O'Dell)
Executive Creative Director: Kash Sree (Pereira O'Dell)
Associate Creative Director/Art Director: Jaime Robinson (Pereira O'Dell)
Associate Creative Director/Writer: Jason Apaliski (Pereira O'Dell)
Producer: Sara Krider (Pereira O'Dell)
Director of Production: Jeff Ferro (Pereira O'Dell)
Director of Client Services: Gary Theut (Pereira O'Dell)
Account Director: Ryan Toland (Pereira O'Dell)
Account Executive: Skylar Fogel (Pereira O'Dell)
Art Buyer: Analisa Payne (Pereira O'Dell)
Media Buyer: Josh Brandau (Pereira O'Dell)
Producer: Kelsie Van Deman (Pereira O'Dell)
Sound Designer: Damion Clayton (Beacon Street Studios)
Sound Designer: Brian Chapman (Beacon Street Studios)
Composer: Mario Grigorov (Siblings Music)
Editor: Damion Clayton (Rock Scissors)
Lead Designer: Jon Minori (Struck Axiom)
Lead Developer: Tyler Martin (Struck Axiom)
Director: Leigh Marling for Blue Sourde (MJZ)
: Jennifer Sofio Hall (a52)
Media placement: Blog - Web - 27 December 2009

Results and Effectiveness
LEGO CL!CK continues to motivate people to recognise, embrace, share and yes, chase those unpredictable but powerful light bulb moments in life when things just CL!CK. Exploring your imagination from a young age, daring to realise your ideas, creating stories and uses for what you create, solving problems that no one knew existed – this is the stuff of LEGO is made of, and is exactly what leads to a lifetime of CLICK moments. The Lego Idea Factory blog received thousands of fan submitted ideas and the average visit was 3 minutes 47 seconds. Lego sales are up 32%.

Creative Execution
The LEGO Idea Factory, www.LEGOCLICK.com, is a virtual canvas of ideas, inspired moments, quirky stories, solutions and tips designed to celebrate and inspire the moment when a great idea just CL!CKs. Fans of LEGO and big ideas can join the conversation on this blog that celebrates light bulb moments, grand or understated. Guest contributors share stories of how things CL!CKed for them, ideas for how to find a CL!CK moment and photo and video inspiration to tickle the inner creator in anyone. To share personal CL!CK moments, visitors can email: LEGOCLICK@gmail.com, post, Facebook, or tweet their inspiration. And if you want to just come and fly a miniman around, that's cool, too.

Insights, Strategy & the Idea
Lego has seen steady growth, attributed largely to the shift in objective from purely children, to parents and fanboys who have made the brand beloved for years. Coming off of the success of GoMiniManGo, a campaign we launched last year to give the brand loyalist a voice, we wanted to move beyond product, beyond toys, building, nostalgia, and collecting and focus on the spirit of creativity. Cl!ck allows us to do that, by celebrating not only the Eureka that is felt between two people, but also in a singular sense, when creativity turns to ideas; creativity in all of its scientific, scholastic, zany forms. Cl!ck expresses the Lego spirit by honoring and engaging the target audience to add to and be inspired by creativity in all of its multifaceted forms.