In which I have a conversation with Mette Hansen about the LEGO® Rebrick program: whats been popular, where in the world you can enter from, and the challenges of running contests when there is a seperate owner of the intellectual property. Of course things have progressed since this interview in June, and with the announcement of the new UCS Millennium Falcon, there is a new contest on Rebrick, with the new set as a prize!
I have mentioned some of the contests featured on Rebrick here previously. As the LEGO® Group’s official contest platform for teenage and adult builders, the prizes on offer for the contests can be quite exciting. As part of the Fan Media Days earlier this year, I had a chance, along with Christian Breinbauer from Revistabricks.com, to meet with Mette Frøkjær Hansen, one of the team who has been working with the LEGO® Rebrick platform.
Rambling Brick: So far we have seen competitions covering multiple themes, from Cars to Batman, Technic, Friends and Modular Buildings. The MiniModular competition, however, offered such an amazing prize pack it appeared to have a lot of interest online.[That is to say, the winner would receive the entire 10 year run of modular buildings from Cafe Corner to Assembly Square.] Was it the most subscribed competition that you have had to date?
Mette Hansen:It was actually the second most popular contest that we have had: the one that was the most popular, and got the most entries was actually LEGO® Bionicle, last year. We had that last fall, as an ode to the theme being discontinued.
Had the fact that the theme was going to be discontinued been announced at that stage?
No, at that time it hadn’t officially announced, but we wanted to do something for the Bionicle fans, because they are just so amazing, and so creative. The Bionicle contest got over two thousand entries! It’s sometimes hard for us. We have no idea when we publish a contest: will this get two thousand entries, or a hundred entries? Now, we are starting to get some more learnings, because the Rebrick platform has been around for a bit of time now, but it is still relatively new: we launched in March 2016 with this specific contest platform. We are still excited to see which contests will get a lot of entries, which ones are less popular. But for us it is not necessarily about the volume of entries. It’s also about people being excited about the theme, and if only fifty people or twenty people are really excited about the topic and they build something amazing and they contribute and upload and help to inspire the wider community, that’s enough. That’s Mission: Accomplished! Continue reading