LEGO has consistently captured the imagination of kids and adults, yet falls short when it comes to teenagers. By leveraging Snapchat, one of the most heavily used apps by teens, LEGO will recapture their attention and get them building again. Snapbox uses Snapchat's unique geolocation, emoji and story features to bring users into nearby LEGO stores. With LEGO brick emojis, users can build creations into their Snapchats, send them to friends and earn a master builder trophy. Users are then invited into a nearby store where they have the exclusive opportunity to add their digital creations to the global LEGO Snapchat story. Snapbox utilizes this user-generated content to excite those viewing the story. This campaign solves the teenage building deficit by giving teens the opportunity to engage with LEGO once again.