Experience Marketing Example: LEGO - Creating an Experience with Intention

Annie DiMatteo - 9.7.2010 3:15 PM

The Lego Experience
LEGO is quickly becoming more and more known for the “LEGO Experience."  Hot off of their latest “LEGO Experience” tour, LEGO set out to let children and adults alike immerse themselves in the experience, and all that the LEGO brand has to offer.  This ranged from hands-on experiences, minds-on experiences, family games and challenges, video games, and even inspiration models.

The LEGO experience spans wider than just their recent tour, however.  In fact, at every touch point, they focus on delivering a very specific, intentional LEGO experience.  If you go into a LEGO store, you can take a LEGO Education Class, or participate in their Monthly Mini Model Build.  In this monthly event, children are invited to their local store to learn how to build a special model, and then take the model home with them (for free!)  They also plan amazing experiences around their store openings.  In a recent LEGO store grand opening at Chinook Centre, in Alberta Canada, guests were invited to help a Master Model Builder construct an 8-ft tall model of Buzz Lightyear™ out of LEGO bricks.  Then there is LEGOLAND; the epitome of over-the-top experiences.  LEGOLAND has both Parks and Discovery Centers, and the LEGOLAND in California even has the first and only LEGOLAND Water Park

LEGO really does have a pre-determined experience for literally everything.  Their “play for all” mentality seems to be at the cornerstone of this experience, with products and customer experiences geared in such a way that there is something for all ages and stages of development – from toddlers, school children, teenagers, and young-at-heart adults; they maps out these intentional experiences for all ages to immerse themselves in the LEGO brand.

The Experience Wheel
So how does LEGO plan these over-the-top experiences?  Through a tool they call the “experience wheel”.  This wheel is a simple approach to designing an experience, and guaranteeing that the experience will have the intended effect.  The wheel always starts with the description of a specific customer (in the center of the diagram), and then plans out and pre-determines every part of the experience – before the event, during the event, and even after the event.

Creating an experience map seems simple, but is the absolute best way to create an over-the-top customer experience, and create an experience that can create the desired effect time and time again.  Mapping out every moment of the intended experience allows you to control the entire experience, and to think of new ways and unique times throughout the experience to incorporate some extra “wow”.

Experience Planning for Your Business
Webolutions regularly does Experience Planning both internally and externally, mapping out every moment and clearly defining what we want our experience to be.  For help with your Experience Marketing, contact Webolutions for a free consultation at 303-300-2640.

How are you creating unique experiences for both your customers and your team? 


 

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