Lego's Brickfest is an annual customer event where Lego enthusiasts come together to display some amazing Lego creations - built by customers themselves! Mosaics, castles, trains, sculptures, spaceships and hundreds of such incredible creations were on display. Imagine the time customers would have spent with the brand - building it, talking about it, getting others to see it at this event and making the visitors to talk about it too!
Don't forget the PR this event would have generated in the local community. Absolutely brilliant stuff and an incredible way to involve and engage customers.
Great idea of how a brand can build customer evangelists if it wants to.
via Wired