The American Film Institute has a yearly award programme where members vote on various subjects surrounding American cinema. This year the contest was 'The Top 100 Songs in American Film'. The challenge was to create an exciting email that would move the members (email recipients) to vote on their choices of the Top 100 songs. Furthermore, this was the first year where online voting could be done. Previously it was always done by mail in ballots. The target audience was the membership of the American Film Institute which is comprised of creative and business leaders of American cinema.