NetApp Insight is an annual user conference for business professionals in data management and technology. While it’s a serious topic, event goers like to have fun. Fandom Marketing managed NetApp Insight’s social media channels, content and onsite social media promotions and this year we were looking for new ways to tie into events happening on the ground. Knowing that people naturally take selfies at conferences we designed the “Selfie Photo Challenge” accompanied by a microsite explaining the contest. Each day of the conference we released a set of new challenges which participants could complete at an event, such as the networking party, by posting photos to Twitter or Instagram with the event hashtag. The contest was further encouraged onsite with flyers, a photo booth, and a Minglestream “Tweetwall” digital display in the expo hall. Attendees shared over 1,700 photos amplifying the event in social media.