Today’s internet is an unavoidable tool of marketing and it is not only good to have an online presence, but it is necessary if one wants to reach the target audience, which spends more and more time online. One of the places where people spend a lot of time are definitely social networks, therefore companies invest a lot into marketing activities in that area. But that is only a part of the internet, which has various channels of promotion, from Youtube videos to blogs. Since people are exposed every day to a massive amount of promotional activities, it is getting harder to get their attention and get noticed, be different. But that is precisely one of the main elements of successful internet marketing activities. It is of vital importance to know how to get the attention of people, who will only then truly notice the promotions not only as a picture, words or a video in the background. The use of all the channels of internet marketing enables the strengthening of the market position. The most important component of today’s internet marketing is the content one has to offer. This belongs to content marketing, which is getting more and more important in the success of internet marketing. For advertising to be successful, all channels that the company uses should distribute quality and appealing content. It is extremely important to communicate with buyers on a daily basis and to listen to their wishes and needs and readily react to the received information. Another important thing is to optimize for as many devices as possible, especially for smart phones and tablets, which are present in every household these days. The goal to all this is, of course, creating loyalty to the brand. For the purpose of developing the topic, this thesis analyses online marketing efforts of the LEGO company, which significantly uses online forms of marketing in creating loyalty to one of the strongest brands in the world. They mostly use social networks and content marketing and have through the years become one of the examples of successful presence on the internet.