[youtube http://www.youtube.com/watch?v=MQwLmGR6bPA]

Lego Man has gone into Space! In early January, two Canadian students launched a Lego Man into space using a weather balloon and a small video camera. The Lego Man holds the Canadian flag all the way through the mission. It is captivating video! In 5 days since it was posted on YouTube, the video has been watched 2,032,000+ times. Lego Man has gone viral! The students received a lot of TV news coverage and interviews and it is one of the biggest trending stories this week.

What a novel new idea these kids had. Or, is it really all that new? Digging around on Youtube.com there are a lot of things that have been launched into space by hobbyists via weather balloon. In November 2011, before Legos conquered space, a team did the exact same thing with a toy robot as the star in a video of a balloon ride into space. This video has only received 230,000+ views on Youtube.com (Check out: “Toy Robot in Space!”). Interesting enough, it is almost identical to the Canadian’s triumph.

A little more digging and there are lots of things that have made the trip to space using a balloon. There is an iPad (166,000+ views) , a Twinkie (36,000+ views – which was eaten upon return), a plate of Sushi (38,500+ views – not eaten as best I can tell), and even a Bobble-head doll (41,000+ views).

So, it is not a new idea, and not very interesting in most cases until we see the Lego Man. Why did the Lego Man go viral and the others barely move the interest needle? Look at the parts:

  1. Legos: We can relate to Legos. We’ve all had them and played with them and they are a well-loved brand. A Lego Man is an extension of the brand; He is the personification of a man (not a robot); he is like Luke Skywalker – a farm boy who goes into space. The consistency of his stoic semi-smile, unchanged through the flight, is beautiful. (In what ways is your brand relatable?)
  2. The Canadian Flag: Or maybe better to say, the flag. Doesn’t matter if we are Canadian or not, there is a lot to say about representing something bigger than ones-self and still being inclusive of others. It is a nation’s flag – not some elite corp of weather balloon snobs, these Lego builders are wearing a team jersey! Backing a team is why we love the Olympics, sports, and our favorite teams. This flight has meaning. (What flag are you flying? Are you elitist or inclusive?)
  3. The Conquest: This is space! Who gets to go to space? That is BIG time. We are GLUED to this.
  4. The Students Behind it: Unlike the other efforts (and videos), the Lego Man was conceived by 2 boys – not adults (as best can be determined by the news stories). The others videos have a team of adults, or causes (which can means deep-pockets) behind them, and turn us off. This shows big thinking and innocence. Plus, kids and Legos go together.
  5. The Message: (if there is one, or call it ‘for fun’) If this were a talk-set for a morning show it would get an A+. It is straight to the point, topical, stays on message, and concludes in a timely manner. Plus, right now there are a million kids looking to get a weather balloon, and a million more thinking where they can send their own version on Lego Man and get him on YouTube. (How can we be this motivating with what we do and say on the air?)
  6. The Media: YouTube drives this because it is the perfect media for topical images. (Are you embracing what your media represents?)

Lego Man has arrived. Flat Stanley, eat your heart out!