Lego went viral with its mobile game 'Life of George'. Its character, George, ("software developer by day and adventurer by night") quickly developed a cult following. The chance to create his back story was jumped on by fans and it wasn't long before he soon had a pregnant ex-girlfriend and was being pictured all over the world.
In the below video, Silberbauer discusses the George campaign and Lego's approach to social media.
The Life of George game
>>>Find out more about George!
Lars Silberbauer is the global social media strategist at Lego Group.