1Impact of Online Crowdsourcing on Marketing Strategy PaperSynclaire NickensUniversity of PhoenixMKT/435: Consumer BehaviorJanuary 11, 2021Maureen Murphy
2Impact of Online Crowdsourcing on Marketing Strategy PaperLego Ideas is an online crowdsourcing platform that was introduced by Lego a few years ago togather ideas from consumers who considered themselves to be master Lego builders and avidLego users. They structured the platform in several different sectors with the first beingactivities; where users can share their own creations, contests; where users are able to compete inbuilding challenges, and product ideas; where users can submit their own ideas for future Legoproducts and become “fan designers”. There is also a community section of the platform whereLegos users can share ideas and collaborate about certain products and skills. While all thesesections have some element of crowdsourcing, the product ideas section really utilizescrowdsourcing as a marketing strategy for Lego. In the product idea section users are encouragedto submit ideas, and then spread the word for their idea, gathering support by promoting theproject online.