NetApp Insight is an annual user conference for IT professionals, engineers, sales representatives and employees. NetApp wanted to engage attendees with a contest that would continue educating people after the conference was over. So, Fandom Marketing launched “The Storage Guy” contest. After a dramatic unveiling of the keynote speaker’s “storage hero” t-shirt hiding under his white collar shirt, attendees received their own tee with a contest flyer. Over three weeks after the event we announced challenges they could do back at work. Users entered to win using Instagram, Twitter, or Facebook. Each challenge was delivered with an educational product tip from NetApp thought leaders. With The Storage Guy Contest resulted in a gain in social media followers and conversations amplified to over 18,000 people within their highly targeted B2B audience. One participant even jumped from an airplane in his storage hero t-shirt and shared the photo!