LEGO AND DAFT PUNK'S TEAM-UP HIGHLIGHTS EXACTLY HOW BRANDS SHOULD INTERACT WITH FANS

Summary from the TLDR Marketing newsletter

LEGO built its Daft Punk collaboration around fan participation by turning a fan-designed set into a product after it won a LEGO Ideas contest and gained 10K supporters. It teased the partnership with a cryptic video that encouraged fans to decode and discuss the reveal. The launch film blended both brands' visual styles without letting either dominate. Rather than rush out products, LEGO treats the partnership as a long-term relationship with its audience.