Lenovo and Microsoft had a wonderful new product on their hands that no one knew about: the ThinkPad W700 notebook. While the computer offered advanced technology well suited to satisfy a photographer’s every need, few photographers were aware it existed. We tapped into photographers’ creative energy while credibly exposing them to this new marriage of technologies by asking them to submit their ideas for the ultimate dream photo assignment – and voters would select the winner. We identified key photography influencers and reached out to them to help engage online photography communities and within the first 12 hours of its launch, the website saw more than 2,000 entries. And as the weeks of voting went on, it drove more than 122,000 unique visitors to Lenovo.com.