Brief: 'Bring to life' the Sony Ericsson T610’s imaging capabilities and explain the product’s features to early adopters, prior to its above-the-line launch.

Idea: since mobile phone-cameras were so new (T610 was one of the first mainstream mobile phones to contain an integral digital camera), we decided to give consumers ideas on how to use them and a reward for doing so.

Execution: we created an inspirational global showcase of mobile photography and encouraged visitors to become contributors, thereby involving them in the evolution of the site.

Results: over two million unique visitors, 20% of whom revisited the site.