A birthday party
that succeeded in inviting
practically the whole world

A decade ago, iStockphoto pioneered an online model the rest of the world is still catching up to: invite your users to contribute content in exchange for financial reward and a lot of community support.
 
For their 10th anniversary, iStock wanted to pay tribute to the contributors that had built such a vibrant community. Evans Hunt worked with iStock to create a social media campaign to reward users with prizes for tweeting about iStock and sending in self portraits to appear on a web based photo mosaic.

The campaign succeeded in trending top five on Twitter globally and capturing countless expressions of goodwill from gratified iStock users.