Web site

Contestants posted their dream assignments here, where voting took place (along with some subtle product promotion). Users could navigate the ideas via the Flash-based interactive map. 

In the end:

1.8 million page views

47,137 Web conversations

2,791 entries

32 days

0 throw-away direct mail pieces



Not bad for a PC.

Social media and blogger outreach: digital word of mouth created overnight buzz among the photography community.