What makes people adore Lego is the fact that anything can be made. And everyday is an opportunity for Lego. On Instagram and Twitter, post images of something built by Lego for that day specifically. Post a Lego football on Superbowl Sunday, or a cool pirate ship on Pirate day, or a flag on flag day. Keep it relevant. Oreo does a great job with this. Lego can do even better.