Lego should create Instagram and Facebook accounts for characters that people can follow. The characters can be portrayed doing various activities in different parts of the world such as hobbies (surfing, playing sports, dancing, etc.) or attending events (i.e. super bowl, world cup, fashion week, concerts, etc.). In the process, their posts will be hash-tagging popular trends increasing exposure across multiple differentiated markets. A CONNECT to Win element can be added to encourage followers