Overview: The VISTAKON division of Johnson & Johnson Vision Care, Inc. specializes in disposable and frequent replacement contact lenses which it markets under such brand names as ACUVUE® and others.

Business challenge: Johnson & Johnson was looking for an effective way to boost brand awareness and sales of its ACUVUE® contact lenses among teenagers.

Solution: We created the "What's Your Vision?" online contest, where teens could create original videos, ringtones and wallpapers on MyNuMo.com. For each entry received during the contest period, ACUVUE® donated $1 to the Lollipop Theater Network, a nonprofit organization that brings the magic of first-run movies to hospitalized children and teens with chronic or terminal illnesses.

The grand-prize winner with the most downloads won a trip for two to Los Angeles, to have lunch with Lollipop Theater Network celebrity supporters Taylor Dooley and Matthew Underwood.

Results: The program was an unqualified success for Johnson & Johnson's ACUVUE brand and Lollipop Theater Network. Without traditional advertising, more than 200,000 teens were exposed to the MyNuMo contest during the three weeks of the program. Over 41 percent of contest traffic originated from natural viral spread to social/community sites. A full 17 percent of contest registrants created mobile content and 5 percent of all download purchasers added a supporter wallpaper to their carts to support Lollipop Theater Network.