Creative block: New site inspires use of product

Enfield, Connecticut – A new site from Lego gives users the chance to share their ‘lightbulb’ moments.

Lego CLICK integrates fans’ tweets and allows them to post comments on the brand’s Facebook page.

The site has been promoted by a quirky video, which documents an inventor’s struggle to come up with a new idea. The video has been viewed more than 800,000 times on Facebook already, drawing many positive responses. A free iPhone app that creates ‘Lego portraits’ has also been launched as part of the CLICK campaign.

Lego CLICK is a fine example of Brandtocracies in action. By launching a site that encourages fans of the brand to share their love for the product, the playtime favourite is building on its reputation.