When Justin Bieber was featured on the cover of Vanity Fair magazine, both Conde Nast and Island Def Jam wanted to make the most out of the situation, and turn it into a social media sensation. This well designed promotion encouraged fans to upload pictures of themselves with the magazine cover as part of an online promotion to win a autographed copy of the cover - you get the idea.  Those familiar with sweepstakes know that you can't require fans to make any sort of purchase as part of a sweepstakes, that is why we wisely split the promotion into 2 parts - one the photo upload, two the sweepstakes entry. Doing so eliminated the connection between purchasing a magazine (so you could take a picture of yourself holding it) and enter a sweepstakes (which didn't require any photo or upload).  Overall, it was a great promotion for all involved and most certainly drove the number of Vanity Fair magazine purchases by guess who - Bieber fans!

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