This case is part of a larger study on consumer co-creation in the context of the LEGO Ideas platform. We show the ways in which consumers support one another and work together to get their projects into review with the company and, in this process, create a shared understanding of project value. We illustrate how consumer engagement in co-creation projects that are rejected for production leads to surplus co-creation. Theoretically, we go beyond known consumer outcomes of participating in co-creation projects by suggesting that participation in successful co-creation projects is rare and that a lack of success may lead to a loss of shared project value and surplus co-creation. Building on the case and an understanding of ethics as a value (Arvidsson, 2011), we suggest approaching surplus co-creation as a representation of consumer engagement and a way to further create means for sustaining an afterlife for rejected projects in order to nurture and care for consumers' shared values.
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Front Matter
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Part I: THE ONTOLOGY AND EPISTEMOLOGY OF BRAND CO-CREATION
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Part II: CO-CREATION OF INTANGIBLE BRAND ASSETS
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Part III: CO-CREATION OF BRAND OFFERINGS
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Part IV: ETHICAL IMPLICATIONS OF BRAND CO-CREATION
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Part V: CRITICAL REFLECTIONS ON THE FUTURE OF BRAND CO-CREATION
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Part VI: CASE STUDIES ON BRAND CO-CREATION
