- Create a playground for a competition for the most voted photos of Mom and Baby moments.
- 100 photos are chosen to enter final round. People can vote for the these 100 photos via SMS, Facebook, website, etc.
- For SMS, people just text FRISO Photo_Code to 8027 to vote.
- There are prizes for photos with highest votes.
- Within around 2 months, the competition attracts more than 190,000 votes via SMS, thousands likes on Facebook and drive a huge traffic to the microsite.