It's a big win for a user generated campaign (UGC) when fans use photos or other assets created in the campaign as their avatars and profile phones on social media channels.  We did an innovate campaign for Sony Music band CD9 that allowed fans to create custom versions of their new single cover.  The campaign allowed fans to enter their name and generate their own #GetDumb cover.  By providing fans with the tools and incentive to spread the word, fans took to Twitter and Facebook, updating their profile photos and avatars with their #GetDumb covers. Here are some examples: