When Lars Silberbauer startet at LEGO, the world-renowned company did not even have an official Facebook page. Today, LEGO is among the most successful brands in the world when it comes to creating communities and engagement in social media. LEGO has acknowledged that they cannot predict where the kids are moving in the digital world. Instead of predicting, LEGO decided to be first and best at following their young customers when they move on to new social media platforms and digital trends. Global Senior Director of Social Media & Video, Lars Silberbauer, will talk about how LEGO through one-week project cycles has created great success in social media.