CBC Integrates First-Party Data Capture Within Its Stunning UGC Photo Contest

Jessica Williams Broadcast Media

To showcase the true beauty of the Canadian province, Saskatchewan, CBC is asking its community to share their most impressive photos from their #CBCSKLens. Using an entry form for participants to submit their best photos, the campaign seamlessly integrates first-party data capture elements with stunning user-generated content.


    • Drive first-party data acquisition via form entries to expand its CRM database
    • Capture the beauty of Saskatchewan and drive community engagement both online and through Instagram
    • Inspire and showcase authentic user-generated content for website visitors to browse


With miles of luscious green forests, flowing rivers and bundles of natural history, the beautiful Canadian province, Saskatchewan makes for some awe-inspiring photography. CBC is asking for a helping hand from the community in telling the Saskatchewan story in its latest photo contest; asking followers to submit their best photos to show what the province looks like through their lens.

To integrate first-party data capture, CBC has embedded an entry form amongst the campaign page for participants to submit their photos. As well as their photo attachment, participants are also required to submit a brief accompanying story, as well as their personal details. To maximize campaign reach and encourage further entries, participants can also submit their entries through Twitter or Instagram using the dedicated campaign hashtag, #CBCSKLens, as well as @CBCSask for Twitter submissions. CBC is then announcing the lucky winners on a weekly basis, where they are rewarded with a variety of exciting goodies and prizes from CBC swag!

To help tell the diverse story of Saskatchewan, CBC is then publishing the best entries to a social gallery for website visitors to browse and share. And to drive engagement amongst its Instagram page, @CBCSask is hosting an Instagram takeover throughout summer, highlighting the latest community events.

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