Beyond just unique visitors and page views, the brief was to create a loyal community of movie reviewers who would ramp up return visits and contribute quality movie reviews to our client’s site. We responded first by convincing our client to park the would-be media budget in an annual pay package that would go to a Resident Movie Reviewer that we would search for, offering a part-time dream job that pays you handsomely to review movies! Over 2000 entries were received, and over 8,000 new movie reviews were submitted as a result of our job hunt.