To be in the running for the diamond, contestants had to complete a total of 16 challenges, which were then voted on by the public. The challenges included text entries (e.g. how you met), photo entries (e.g. date night) and video entries (e.g. public display of affection). The competition encouraged creativity and the challenges got progressively harder as the weeks went by. My22 attracted thousands of entries and global publicity.

Quiip came on board to support McCann’s in-house Community Manager, by providing international coverage. With the competition’s North American focus, the Quiip team was able to provide timely responses to the competition’s inboxes, as well as work through the moderation workload of images, video and text.