Rogers Yahoo! $10,000 Photo Hunt

Get the picture. Be the picture. In May 2005, Rogers Communications Inc. hired iStudio to produce the Rogers Yahoo! $10,000 Photo Hunt contest site for Rogers Cable employees in celebration of the 10th anniversary of its high-speed Internet service. The site was also designed to drive word-of-mouth marketing surrounding the launch of Rogers’ new digital photo services. Specifically, employees were offered online tutorials and links to photo offers with the intent of having them promote the services to friends and family.

Two online contests were developed to drive participation. The first, called “Submit a Photo”, was an opportunity for employees to share their favourite digital photos with their peers. Each week a photo was selected for the second contest, aptly called “Find a Photo”. The site was developed as an extranet so that employees could access the site from work or home.

During the three week contest period, more than 7,000 photos were submitted by employees and the site logged more than 2 million photo views. The photos were then turned into a photo mosaic and printed as posters for each office location to further the buzz about Rogers new photo services.