Lego | I am George

Who is George? George is a very mysterious and handsome Lego character that has been appearing on the Lego facebook page constantly since September 7th. It all began with a facebook a note with the following ask:

1. Build George with your own bricks
2. Place him in an awesome spot and take a picture.
3. Upload your pictures to the http://www.facebook.com/legogroup and show them to all the other amazing LEGO fans.
4. Win! George decides who wins based on the amount of awesomeness.

The prizes are:
1st Prize- LEGO Super Star Destroyer and George’s awesome gift
2nd Prize- Another awesome gift from George
3rd Prize- And yet another awesome gift from George


The pictures that have been uploaded so far are both funny and adorable. The best part is that George has his own Facebook business person profile since the beginning of August, and every time a picture is posted on the Lego page, he comments on it in a very playful and sweet way.

He even has a pregnant ex-girlfriend called Georgina Brickson who has commented in some of his pictures.

It's interesting that the contest doesn't even have a tab with an explanation of the contest. There have not been online press releases or articles written about this strategy. It only lives as a small facebook note that was picked up by some fans who are now posting the pictures and creating a very fun experience through the page. We will see how much it will evolve in the next following days. I believe it's brilliant because it presents Lego in a very approachable and friendly manner, with a unique voice. Everyone can participate and make George part of his/her family.