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For more than a year, I’ve been working with colleagues and community members to
develop a pretty cool new program. For the 4 years I’ve been at the LEGO
Company, my task has been to work together with colleagues and fans to bridge
the void between them. To try to connect colleagues with fans, and bring the
fans into the company.
It’s working.
In fact, it’s working so well, that I’m getting a bit overwhelmed. You certainly
recall that we invited a group of AFOLs into the LEGO Factory design process
(http://news.lugnet.com/lego/?n=2588). We’ve also invited groups of fans into a
number of other projects in the last couple years, and in 2004 that number leap
up. In 2005 it looks like that number is going to grow even further. Each time
we work on one of these projects, it’s a new NDA. It’s a new selection of fans.
It’s a new introduction into the company for them.
So in the last year, I’ve been asking myself: “What happens if we had a group of
people who were already under NDA? What if there is a group of fan
representatives that could work side-by-side with LEGO employees? What if that
group of representatives is also able to bring up issues from the community
directly with the right people in the company?”
So with extraordinary amounts of help from a group of AFOLs and support from
many colleagues internally, the LEGO Ambassador Program was born.
The LEGO Ambassadors will be a small group of fans who have applied and been
accepted into the program. They will represent the best and the brightest AFOLs
on the planet. Sort of a Top Gun of LEGO! To help clarify, I’ve broken down some
FAQs:
What is the LEGO Ambassadors Program?
The LEGO Ambassador Program is a community based program made up of adult LEGO
hobbyists who share their product and building expertise with the world-wide
LEGO community (kids and adults actively participating in a LEGO community) and
the public (kids, parents, grandparents), as well as the LEGO Company. LEGO
Ambassador’s mission is to help provide inspiration for LEGO builders of all
ages and from all parts of the world. All LEGO Ambassadors members are expected
to exemplify the program fundamentals of building proficiency, enthusiasm, and
professionalism towards the public, other fans and the LEGO Company.
How are Ambassadors chosen?
Selection is based on a written application (see below), that outlines why the
candidate feels s/he should be accepted. It’s a subjective process based in no
small part on participation and contribution to the LEGO community. This could
be in the form of great events, forum postings that help other fans out, club
organization, enthusiasm about building AND sharing with LEGO elements. But
while the selection is subjective, all selection will be based on the program
fundamentals of building proficiency, enthusiasm, and professionalism towards
the public, other fans and the LEGO Company.
Are LEGO Ambassadors employees of the LEGO Company?
No. LEGO Ambassadors are not LEGO Company employees. LEGO Ambassadors contribute
to the LEGO Fan community without the promise, expectation, or receipt of
compensation. The LEGO Ambassadors Program is an officially recognized community
based program of the LEGO Company. In fact, it’s important to note that a
closer, more formal relationship with the LEGO Company doesn’t exclude negate
the abilities of Ambassadors to speak freely, even critically on LEGO subjects.
Ambassadors are not TLC spokespersons, but instead trusted allies.
If I’m chosen, how long will I be an Ambassador?
Every Ambassador has to reapply every cycle (a cycle is 6 months). An Ambassador
might be in the program for 2 years, but everyone re-applies every 6 months.
How many Ambassadors are there?
To start, the first cycle will be a smaller, “test” group of 10-15 Ambassadors.
Once we’ve worked out the kinks in the first cycle, the program will be about
30-40 Ambassadors.
Please understand that this first cycle is the “guinea pig cycle”… we’ll likely
find tons of problems (and hopefully matching solutions). But the first group of
Ambassadors will be the trailblazers… and the road might be a little bumpy.
Is this worldwide?
Yes, this is a worldwide program. Of course, it’s based on applications and not
recruitment, so if no one from South America applies, for instance, there’s no
chance that South America will be represented. The goal is to have both the best
talent from the community as well as a representative distribution among
countries.
What do the LEGO Ambassadors get?
In exchange for participating in the LEGO Ambassador program, likely benefits
might include (but haven’t yet been finalized): * Ability to use the LEGO
Ambassadors logo in email/forum post footers and in other contexts * Pre-launch
product information * Access to LEGO Company via mailing list and/or quarterly
conference call with various groups inside the company * Access to the private
LEGO Ambassadors community forums * Invitations to participate in top-secret
projects * Invitations to participate in local LEGO marketing events
…and a range of other things I’m working on now. This list will likely grow over
time.
As an Ambassador, what do I need to agree to do?
LEGO Ambassadors agree to be active contributors to the LEGO world-wide
community by engaging in activities such as:
- Engaging in fan-to-fan support in online forums
- Actively participating with local LEGO clubs, or forming LEGO clubs if none exist locally
- Posting feedback, guidance, and other types of support in their favorite online communities
- Writing articles for publication online and offline
- Presenting LEGO building subject matter at events and conferences, as well as local user group meetings
Basically: Do more of what you’re doing already.
Additionally, we’d hope that Ambassadors will actively work together with the
LEGO Company on projects that may arise.
Does this cost money?
No. This is a free program, you don’t need to pay to join. You will also not be
paid for services, and are not considered to be employees of the LEGO Company.
How do I join LEGO Ambassadors?
A person interested in being a member of LEGO Ambassadors should send an email
to ambassadorprogram@lego.com with the
following information: * A detailed list of places where you contribute to the
LEGO community (online and offline) * Links to your personal Web site and/or
LEGO creations galleries * An overview of your offline LEGO activities * Other
information that helps show you’re “community mindedness”
This email IS your application, so make it a good email. :) We’ll likely receive
many applications from many qualified individuals; unfortunately, not all
applicants can be accepted into LEGO Ambassadors. LEGO Ambassadors spots are up
for review every six (6) months, so if you aren’t accepted you can always
increase your community efforts and re-apply. In fact, I hope you do.
We will be sending out invitations to join by 31 January. Again, this is very
much a work in progress idea. The first Ambassadors will help define the program
for the future. The trailblazers will most certainly experience a few road bumps
along the way, but at the end, I’m quite positive that we’ll have a terrific
community program where, as I always say “Everybody goes home happy”.
Looking forward to seeing a ton of applications in my inbox!
Jake
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Jake McKee
Community Liaison
LEGO Community Development
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Message has 2 Replies:
 | | Re: Announcing LEGO Ambassadors
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| (...) This seems like a great idea Jake! <snip> (...) So an Ambassador represent a geographical area then? How would the number of Ambassadors be broken down, would it be one person in each major metropolitan area One in each country? I know that (...) (20 years ago, 6-Jan-05, to lugnet.lego, FTX)
| | | Re: Announcing LEGO Ambassadors
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| (...) You're starting this program now, even before Brendan gets to the New Testament and illustrates the calling of the disciples?! Actually, it sounds like a great idea. I just wish I was worthy of the calling! (20 years ago, 7-Jan-05, to lugnet.lego, FTX)
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