U Rock the Summer was Disney Interactive’s first-ever user-generated content contest which I provided creative direction over. The overall concept was to feel a little rough-around-the-edges, something unpolished and more inline with what our audience might create. Think doodles on the on the inside cover of a text book or notebook. Our guests would submit videos they created using Disney provided song clips and downloadable doodles to embellish their videos with. The overall scope included logo design, website development, email, and marketing assets. It was so successful, it was held in subsequent years.