Content uploaded by Ana Klafke
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All content in this area was uploaded by Ana Klafke on Aug 21, 2018
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ABSTRACT
The amount of new distinct market strategies applied by brands are growing as
a source of reaching a higher outcome than its competitors. In the current ever-
changing market scenario, where consumers play important roles in brands and the
media convergence is essential, LEGO guarantees a highlighted position on it. The
brand incorporated many content and storytelling strategies to gain consumers
awareness and expand its product range. To comprehend how these market strategies
made a remarkable improvement on LEGO brand, this study brings well-established
concepts acquired from bibliographic and documentary research. As a result, it is
possible to understand better that Lego used storytelling techniques to develop the
movement called Big Bang, which consists by themes created and conceived around
involving stories with great potential to draw consumers around the world and generate
profit through products designed for web, television and other digital devices. LEGO
evolved from a plastic kids toy to become a solid entertainment and media company.
It can be seen the brands habit to use content marketing trough products like movies,
games, mobile applications, books, magazines and social media.
Keywords: Lego. Brand. Transmedia. Storytelling. Entertainment Marketing. Content
Marketing.