Photo Competition Brief for Incentivated

Mobile agency Incentivated is running a Peoples Choice mobile phone photography competition and has designed and built a mobile internet site in the run up to the Mayor of Londons 'Rise: London United' festival in July.
The event, now in its sixth year, takes place at Finsbury Park on Saturday 8th July. Its Londons biggest free music festival and is organised to celebrate Londons diversity and oppose racism. Last year, over 80,000 people attended the event.
The photo competition encourages entrants to capture Londons diversity through their phone. To enter, users take a picture, then send it as an MMS to 07922 436366 with the word RISE in the subject, or as a keyword in the text field. When the picture is received, a message is sent back to the sender with a link to a mobile Internet site created by Incentivated. This will display a range of entries, last years winners, and more details about the festival.
I want to see images that reflect one of the greatest aspects of this city that London is one of the most diverse cities in the world and its different communities enjoy living side by side says Mayor Ken Livingstone. One of the best aspects of this contest is that everyone from children to adults to grandparents has the same chance of winning if they take the right picture.
For Incentivated, Managing Director Jonathan Bass adds:
Acccording to Metro, 97% of urban dwellers have a mobile phone and most of these include a camera. There must be 4-5 million budding photographers out there, all of whom see Londons diversity at first hand every day. It makes sense to include a mobile category in any photography competition, and we have great pleasure in running this one and building the mobile Internet site for the GLA (Greater London Authority)."
More information on the Rise Festival here.