I read a great summary of the Humane Society of the United States' user-generated video competition on Care2's Frogloop website. The competition enabled members of the broad community concerned with dogfighting to talk and share through video.

The competition cost only staff time to organize, and was promoted through the group's email lists and social networking sites. The winning video was posted on the organization homepage, and used as a PSA on local tv. It ultimately resulted in increased traffic to the website, and recruitment of 2000 new members to the listserv.

This is another great example of our increased ability to engage with more people in deeper ways.