The objective: Increase user activity in Dublin throughout the month of February
The idea: Who doesn't like taking pictures of their food? Yelp set the task for foodie fanatics in Dublin to upload their 'food porn' to Yelp throughout February in a bid to be crowned Dublin's first "Food Porn Star". The best 20 photos uploaded to the site would be displayed in a gallery setting in the city centre. Foodgasm themed events ran throughout the month to keep Yelp users inspired and engaged (and to help them create even saucier pictures).