LEGO, the porn star and lessons in brand protection

When an adult film star announced a contest via Twitter offering sexual gratification for anyone who built her the best LEGO creation, it was perhaps no surprise that the competition received many submissions from fans wishing to meet Christy Mack. Equally unsurprising is that LEGO’s trademark team quickly swung into action. The dispute shows the benefit of taking a bespoke approach to social media brand protection.