Co-creation and events

In 2008, Lego decided to create the Lego Ideas website in order to give fans the opportunity to contribute with suggestions of new products.

One of the proposals was adding The Big Bang Theory's characters to the Lego universe. Advantages of this experience? The emergence of new ideas, risk reduction in the introduction to the market, and the involvement of fans even before the product is released. In August 2017, Marketeer magazine wrote a piece on EDP's challenge to young creatives to help them think about a new music festival. These are two obvious examples of co-creation.

The term began to be used in 2004, following the bestseller "The future of Competition," by C.K. Prahalad and Venkat Ramaswamy. According to Wikipedia, itself an example of co-creation, this happens when people outside the company as suppliers, employees and customers get involved in the business or product, adding value and receiving in return the benefits of their contribution.

According to the Vision Critical website, collaboration benefits business as follows:

1. it increases the capacity for innovation without having to constitute a team to create it;

2. increases the pace of innovation, since customers are already aware of the products;

3. it increases the flow of ideas, making it consistent and allowing these same ideas to enter immediately into the pipeline;

4. improves the ability to promote the product, since the process only allows the best ideas to reach the final stage.

Tags: Tips, Co-Creation, Events, Marketing