11-year-old James Groccia, who has Asperger syndrome, saved his money for 2 years to buy his dream toy: the LEGO Emerald Night Train set. But when he was able to finally buy it, he discovered it was discontinued.
He wrote of his disappointment to LEGO (@LEGO_Group) and the company replied with a cordial, corporate-sounding apology letter. Then, a few days before his birthday, a package arrived containing the discontinued set with a sweet letter commending his will power and even suggesting someday he might work at LEGO. His parents hid a camera to catch James' reaction when he opened the package.
The resulting video above, with the title, "Why LEGO is the BEST Company in the World!," has become a viral sensation with over 1 million views and mentions on major newscasts.
It demonstrates the power of consumer generated media on a brand’s reputation (for the cost of a single Emerald Night Train set). Contrast this with the stilted, long-winded, slow-moving corporate video LEGO produced earlier this year.
In many ways, successful branding depends on delighting the consumer with stellar customer service.
Contact Somersault (@smrsault) to help you protect and strategically manage your brand's reputation.
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