Select A Product Or A Service And Develop Non-Traditional Me

Select a product or a service and develop non-traditional marketing communications strategies

Please select a product or a service, either new or existing, and apply what you have learned in class to create a non-traditional marketing communications campaign for them. The product chosen is LEGO. Given the declining influence of television commercials, consider non-traditional ways in which the company can reach their clients, excluding television, magazine, radio, newspapers, etc. advertising.

The paper should propose 4-6 potential “alternative” ways to communicate about the brand or product. For each idea, you must ensure that the proposed communication method aligns with and supports the overall positioning and architecture of the LEGO brand. You will need to justify your choices, detail how each idea will be executed, and articulate the objectives for each strategy.

Your proposal should include detailed creative descriptions of each idea, potentially supplemented with drawings or photographs that illustrate the execution. Additionally, you should establish clear criteria to evaluate the success of each communication method. For each idea, define specific objectives—what you hope to accomplish—and specify how success will be measured. Consider what data will be necessary to assess performance and determine if the objectives have been met.

Your ideas must be concrete, practical, and feasible to implement. They should also be innovative and tailored to marketing communications tasks rather than store redesigns or other non-communication activities. While estimating costs may be challenging, use relevant benchmarks and assumptions to provide approximate figures.

The project comprises two components: a written report and an in-class presentation. The report should not exceed 20 pages, double-spaced, with at least 3/4-inch margins and 12-point font. Appendices and exhibits should be no more than five pages combined. In-class presentations should last no more than 20 minutes and may focus on your top 2-3 ideas, leaving out some content from the written report.

Project topics are due in class on November 3. Submission of slides is due on December 2, and the final paper is due on December 7. Form a team of up to five members and register before October 5. Start early to ensure ample time for research, development, and refinement of your ideas.

Paper For Above instruction

The resurgence of innovative marketing communication strategies is vital for LEGO to maintain its relevance in a highly competitive and digitally evolving market. As traditional advertising channels decline in efficacy, LEGO must explore non-traditional, creative approaches that resonate with today's consumers, particularly younger audiences who are increasingly engaged in digital and experiential environments. This paper proposes four strategic, non-traditional marketing communication ideas that aim to reinforce LEGO's brand positioning as an imaginative, educational, and family-friendly product, while also leveraging the latest digital innovations and experiential marketing trends.

The first idea centers around an interactive augmented reality (AR) platform that integrates seamlessly with existing LEGO products. The AR experience would allow users to visualize LEGO models in real-world environments via smartphones or AR glasses. For example, children and parents can see their LEGO constructions come to life within their own homes or outdoor spaces through a dedicated app. This initiative aligns with LEGO’s core architecture by emphasizing creativity and innovation, while engaging users in a high-tech, personalized experience that transforms how they interact with LEGO. The execution involves developing a user-friendly app, partnering with AR technology firms, and creating specific AR content tied to LEGO sets. The primary objective is to increase user engagement and brand loyalty, measured via app downloads, active users, and user-generated content related to their AR experiences.

The second strategy involves a global, experiential pop-up event series called “LEGO City Adventures,” which travels to major cities worldwide. These events would feature large-scale LEGO builds, creative workshops, and interactive zones where visitors can participate in building challenges. This method fosters direct consumer interaction, reinforces community engagement, and offers memorable brand experiences. The events would be heavily promoted through social media, local partnerships, and influencer collaborations. Success criteria include attendance figures, social media engagement metrics, and post-event surveys measuring brand affinity and intention to purchase or recommend LEGO products.

Third, LEGO could implement a User-Generated Content (UGC) campaign encouraging fans to submit their own LEGO creations themed around environmental sustainability and community service. Using a dedicated hashtag, the campaign would run across social media platforms like Instagram, TikTok, and YouTube, engaging fans in storytelling and showcasing their innovative builds. This approach aligns with LEGO’s emphasis on creativity, education, and social responsibility. The lifecycle of the campaign involves contests, featured daily spotlights, and collaboration with popular influencers to amplify reach. Success will be evaluated through engagement rates, hashtag usage, and qualitative assessments of content quality, as well as tracking increases in brand sentiment around sustainability messages.

Finally, LEGO can leverage strategic partnerships with educational institutions and digital platforms to create curated, interactive online courses and workshops. These would focus on STEM education, coding, and robotics using LEGO kits, delivered via platforms such as YouTube, Khan Academy, or dedicated LEGO Education portals. This communication effort directly supports LEGO’s brand promise as an educational tool, expanding its influence into the digital learning sphere. Metrics for evaluating effectiveness include course enrollment numbers, completion rates, and feedback from participants, alongside tracking increases in sales of related LEGO sets. This initiative not only enhances brand reputation but also cements LEGO’s role in supporting lifelong learning.

Implementing these strategies requires careful planning, resource allocation, and ongoing evaluation. The AR platform creates a high-engagement digital experience, while the pop-up events foster community involvement. The UGC campaign taps into the power of social proof and peer influence, and the online educational initiatives position LEGO as an educator in the digital age. Success measurement across these strategies involves qualitative and quantitative data collection, from app analytics and event attendance to social media metrics and educational impact assessments. Collectively, these approaches can reinvigorate LEGO’s brand communication, ensuring relevance and resonance with modern consumers, and paving the way for sustainable growth.

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