In September of 2016, Corepower Yoga launched their #WhyIYoga campaign. Their community could upload a photo on the CPY website, and enter up to 20 characters explaining why they yoga. These words appeared as a scripted overlay on top of the image, which increased the share ability of each photo. This is a great example of a brand that elevates their contest above simple testimonials or requests for customers to talk directly about the brand. Instead, it united the CPY community in their love of and appreciation of yoga, and expressing their personal and unique reasons to committing to this practice.