How do you create a photographic competition for a travel desitnation when the entrants' haven't been there before?
AWith a load of UX design thinking. And a competition mechanic which, by all accounts, was fairly simple to the user even though it required two user-types for a valid competition entry.
Users were encouraged to share their entries as much as possible on Facebook, Twitter and email for two reasons:
1) To find a friend who has photos of Abu Dhabi.
2) To get votes.
To be eligible, a photographer had to 'buddy up' with a traveller and vice versa. Both entrants would then share avidly across networks to increase their votes. Abu Dhabi Tourism Authority could then use the winning image in other promotional material.
We partnered with Creative Sparks in South Africa who coded up the site, but design and strategy was handled by my team.
The shortlisted images chosen by ADTA - one lucky traveller won a trip to Abu Dhabi