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100 Content Marketing Examples July 2012 : Page 11

10 0 CONTENT MARKETING E X AMPLE S 9 LEGO Club Magazine Company: LEGO Originally featured in: LEGO: From Toy Company to Multi-Media Brand by Clare McDermott and Must-See Content Marketing Examples from 2011 Description: In the 1980s and 1990s, LEGO faced a tremendous threat from competing construction toys, and the company knew it needed to build a powerhouse brand and integrated marketing approach to go up against these building-block imitators. Among its incredible branding and content marketing initiatives is the LEGO Club Magazine, which is customized for subscribers by local market and age. The magazine allows kids of any age to receive targeted content that’s relevant to them in a fun, portable format. As an extension of its LEGO Club offering (one of the biggest and most popular children’s member clubs in the world), LEGO worked hard to improve its magazine product in 2011 with more cartoon stories of the LEGO bricks in action, better integration of customer photos and some awesome in-store programs at LEGO store outlets and its new Master Builder Academy. Example: Check out LEGO Club Magazine 11

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