Contests are a perfect complement to a company's usual marketing activities. The contest module functions as an interactive link between consumers and the brand when promoting a company's brand or introducing a new product. Creating a contest encourages participation and draws clients in. For instance, a contest based on a voting system will stimulate word of mouth and revitalize a campaign. Participating members become company "promoters": they send out emails to friends, they use social networks (Facebook, Twitter) and therefore generate free publicity in exchange of a gift or prize.