Viral Marketing Technique - Schmap

Imagine if you could get your web audience to contribute to your site and then act as your marketing agent...all for free. This is the ploy used by Schmap, maker of interactive city guides.

I upload most of my pictures on flickr with a liberal creative commons license, and I was pleasantly surprised when I received this mail from the managing editor at Schmap:

From: Emma Williams

Subject: Schmap Yosemite Photo Short-list
------------------------------------------------------------
Hi Maneesh,

I am writing to let you know that one of your photos has
been short-listed for inclusion in the fifth edition of our
Schmap Yosemite Guide, to be published late September 2008.

http://www.schmap.com/shortlist/p=7402676N02/c=SH20403014

Clicking this link will take you to a page where you can:
i) See which of your photos has been short-listed.
ii) Submit or withdraw your photo from our final selection
phase.
iii) Learn how we credit photos in our Schmap Guides.
iv) Browse online or download the fourth edition of our
Schmap Yosemite Guide.

While we offer no payment for publication, many
photographers are pleased to submit their photos, as Schmap
Guides give their work recognition and wide exposure, and
are free of charge to readers. Photos are published at a
maximum width of 150 pixels, are clearly attributed, and
link to high-resolution originals at Flickr.

Our submission deadline is Sunday, August 31. If you happen
to be reading this message after this date, please still
click on the link above (our Schmap Guides are updated
frequently - photos submitted after this deadline will be
considered for later releases).

Best regards,

Emma Williams,
Managing Editor, Schmap Guides
------------------------------------------------------------

I was more than happy to submit the photograph for the final selection phase but more importantly I was pumped that it would show up in an official guide, albeit a guide that is a new kid on the block.

A few weeks later I got this mail:

From: Emma Williams

Subject: Schmap Yosemite Fifth Edition: Photo Inclusion
------------------------------------------------------------

Hi Maneesh,

I am delighted to let you know that your submitted photo
has been selected for inclusion in the newly released fifth
edition of our Schmap Yosemite Guide:

Hetch Hetchy Reservoir
http://www.schmap.com/yosemite/sights_parks/p=305193/i=305193_32.jpg

If you use an iPhone or iPod touch, then this same link
will take you directly to your photo in the iPhone version
of our guide. On a desktop computer, you can still see
exactly how your photo is displayed and credited in the
iPhone version of our guide at:

Hetch Hetchy Reservoir
http://www.schmap.com/?m=iphone#uid=yosemite&sid=sights_parks&p=305193&i=305193_32

Finally, if you have a blog, you might also like to check
out the customizable widgetized version of our Schmap
Yosemite Guide, complete with your published photo:

http://www.schmap.com/guidewidgets/p=7402676N02/c=SH20401733

Thanks so much for letting us include your photo - please
enjoy the guide!

Best regards,

Emma Williams,
Managing Editor, Schmap Guides

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So now I have a widget on my blog pushing readers on their site as well :P