The objective was to create a first for AIR MILES Collectors – an online community where Collectors could share stories about how they were able to use their reward miles to achieve their dreams and then vote for their favourite ones online. The winning story would get a Grand Prize of 15,000 reward miles. Within the promotion’s first 24 hours, over 1,200 Collector stories and over 700 collecting tips were submitted! By the promotion’s end, AIR MILES received almost 10,500 stories, nearly 5,000 tips, and over 300,000 votes to determine the winning story.