To promote awareness of Barilla’s products, we conducted a UGC contest offering entrants the chance to win the grand prize of $3,000, plus Barilla pasta and Saputo cheese for one year. Entrants were required to post a photo (and recipe) of their pasta dish for a chance to win. In addition, there was an opportunity to spin a ”roulette wheel” for chance to instantly win a prize each day. This campaign was driven by email and social posts. After submitting an entry, entrants could then share the program to receive votes for their pasta dish, each vote counted as 1 bonus entry into the prize draw.