Lego decided they would cater to a little boy and replace a toy after he lost it at a store. The incident started when the boy’s father told him not to take the toy with them when they went out that day. They boy obviously ignored the request and brought it anyways, losing it before he got home. The father, not wanting to pay for a replacement, told the kid to email Lego and ask for the replacement. This wasn’t too long after Christmas, so Lego decided to send him a [better version] replacement and an extra villain to go along with it. The media quickly got a hold of this and this kid with his lost Lego were being talked about on radio stations, blogs and Twitter.
I’d say this story shows that Lego cares about its current customers, if they’re loyal to the brand they’ll be taken care of. It also shows future and past customers what they’re missing out on, would their toy supplier replace their child’s toy? This story might be enough to get old customers to back Lego. It also puts a little bit of stress on the competitors, customers of their brand will wonder if they would do the same if they got the e-mail. Shareholders will be touched by the story, and would be happy to see how many people are praising Lego for this stunt. It doesn’t really affect retailers, it’s not like Lego is handing out replacements willy-nilly, so the fact they they’re not getting money for a replacement piece doesn’t really hurt them. No matter whom the story affected, the media was a big part of spreading it around. There were a number of sites this story was featured on, including: Yahoo.com, Frroll.com, CBC.com and, of course, Twitter. The first 3 websites just tell the story from the eyes of a writer, they might have a comment section but it’s probably not used very often. The biggest consumer interaction is on Twitter, they may have read the story on the other sites, but they all come together on one site to talk about it together. The kid who wrote the letter even has his own Twitter account well before this all even went down, showing that their consumers are out there waiting to tweet and talk about their product.
The kid states that he bought the Lego package with his Christmas money, didn't follow his dads advice, lost the toy anyways and he was still given a replacement toy from Lego. Even though that's not the best way to teach a kid a lesson, I hope he'll never take something for granted ever again. That is, if it's how it went down. Like I said, the boy has his own Twitter account but it's clearly not written from the mind or hands of a 7 year old. I feel like he got the toy for Christmas, took it to the store, lost it and begged his dad for a replacement. The dad, who already dropped 80 bucks on the toy itself, didn't want to go buy a replacement and wrote the email for the kid (like he does with the Twitter).
But that's just me digging into conspiracies and I wont go there.