"To celebrate the launch of our new real-time flight tracking channel featuring Google Maps on our in-flight TVs, we staged a "JetBlue Point of View" photo contest! Twenty lucky photographers will win roundtrip travel for two to any of our 50-plus destinations." See press release back from June for more details about Google Maps on JetBlue. Many things to like about the campaign: on brand, low barriers to entry (photos are less involving than videos), fits what people are already doing, clear tie-in. Next, they should add a yoke (the steering wheel) to each seat and run that flight simulator on Google Earth.
On a somewhat related note, Gillette used the OpenAd marketplace to get ideas for a campaign, writes AdAge.
Campaign: Nikon Prints User-Submitted Pics in Ad
NY Times on Consumer-Generated Crap
Social Ad Creation at Zooppa