Sony Ericsson ran a photographic competition using their C905 camera phone to promote the phone's photography capabilities. The competition was hosted on Flickr and required entrants to upload photos tagged with Sony Ericsson brands. The top 5 photos with the most 'favorites' each week would advance, with the overall winner becoming an official Sony Ericsson photographer. They provided a badge and tool kit for entrants to promote their photos on social networks and increase reach. The competition engaged over 64,000 people across networks and influencers, with over 13,000 photos uploaded tagged with Sony Ericsson brands.