Heatworld.com hosted an online competition to win cash prizes with the film Divergent. The film features 5 factions, which the population takes a test in order to be assigned to. Regardless, they’re allowed to choose their own faction, based on morals like courage, peacefulness, honesty, etc. So we used this as a competition mechanic, allowing facebook users to select friends to assign to each faction (posting to the user’s wall and spreading the competition virally). Great poster assets helped with the layout of this page.