Flip the Switch

113: The Building Blocks of LEGO’s Content & Fandom Strategy w/ James Gregson

Similar to the passion fans have for Disney, young kids and adults alike have deep emotional connections with LEGO.  In this week’s episode, James Gregson, creative director for LEGO Group’s internal creative agency, breaks down the content strategies that elicits that fandom and helps “inspire the builders of tomorrow.”    

The conversation covers the product partnerships and user-generated content that LEGO utilizes to strengthen relationships and bring new fans into the ecosystem and the creative process James’ team employs to build campaigns.

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Show Notes

2:34    From Social Strategy to Full Content Strategy

5:37    Creating Impactful Content

8:20    Designing Content for Niche Audiences

10:07  Using Content to Attract New Fans

16:02  Defining Success in Campaigns

20:05  Campaigns with Unexpected Results

24:30  Encouraging Play within Adults

28:07  Crowdsourcing New Product Ideas

33:17  Creator and Influencer Partnerships

37:50  LEGO’s Brainstorming Process

45:18  Parting Advice

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For more on topics covered in this episode:

View LEGO Content on Twitter | Instagram | YouTube | LEGO Ideas

LEGO Fans’ Product Ideas 

LEGO Collaborations: Target | Adidas All-Star

Carolina Panthers’ 2022 Schedule Release

Episode 105: Storytelling and Personifying a Brand Voice w/ Amie Kiehn 


Connect with James on Twitter and LinkedIn

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Flip the Switch

BONUS | Diving Deep on Books and Reading Strategies w/ Justin Doherty

This week’s episode strays from our usual podcast pattern.  David is joined by Justin Doherty, Wisconsin’s Senior Associate AD for External Communications and member of EngageMint’s tribe.  Outside of his roles in brand communications, marketing, video services and facility branding, Justin has authored four books on Wisconsin history.  David and Justin have embarked on a 25-book challenge and share some of their top hits and reading strategies in this bonus episode. 


Show Notes

4:14     Diving in to Justin’s Books

6:03     Reading vs. Writing Note Taking

13:46  The 2021 25-Book Challenge

20:16  Intentional Reading Strategies

30:19  Most Recommended Books

35:31  Most Impactful Books

39:01  Building Your Own 25-Book Challenge

For more info on topics covered this episode:

Seth Godin – altMBA program
Tim Ferriss – Scientific Speed Reading

Recommended by Justin:

Greenlights by Matthew McConaughey
Untamed by Glennon Doyle
Steve Jobs by Walter Isaacson
Glory Days by L. Jon Wertheim

Recommended by David:

A Memory of Light, Wheel of Time (Book 14) by Robert Jordan and Brandon Sanderson
The Four-Hour Work Week by Tim Ferriss

Authored by Justin:

Tales from the Wisconsin Badgers Sideline: A Collection of the Greatest Badgers Stories Ever Told

The Wisconsin Football Vault
with Pat Richter and Vince Sweeney

The Dayne Game: Ron Dayne and the Greatest Day in Wisconsin Football History

What It Means to Be a Badger: Barry Alvarez and Wisconsin’s Greatest Players

Connect with Justin on Twitter

Today’s episode was sponsored by CheckdIn.  Delivering training digitally to better equip your staff for game day.

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