Maynards Canada is running the contest through their Facebook page. To enter, fans need to simply like the page and upload a pic of themselves that they can then edit and submit to the contest. The winner will be drawn at random and will receive a whopping $5,000 prize in addition to a year's supply of candy. What an excellent campaign by Maynards Canada.
Implications - Consumers are overwhelmed with options when it comes to products and services in pretty much every category. In order to differentiate a product from all competitors, companies must implement an element of customization that is exclusive to each individual. This separates companies that see consumers from companies that see individuals.