I posted last year about Lego's strategy of engaging with its customers and using beta programmes for feedback. Here is a great update (thanks to Charlene Li of Forrester Research).

Notice how company counter-culture and 'wisdom of the crowds' is now paying big dividends.

The message is simple. Use the size and interconnectiveness of the internet to get a 'buzz' going by engaging in conversations. What is great news is you do not need the budgets or global brand of a Coke or MacDonalds to participate. Look at the most watched video of all time - Star Wars Kid - estimated by some to have been seen by over 700m people. Made as a personal video, uploaded and them 'mashed-up' hundreds of times until it became a cult.