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"In an effort to target Tumblr's highly engaged community of fashion and design enthusiasts, footwear company Aldo has launched a contest to identify and reward \"the next stars of Tumblr.\"\nFrom now until Jan. 15, Tumblr bloggers of all stripes are invited to submit their credentials and short descriptions of their Tumblrs to aldorise.tumblr.com. Five winners will be chosen by New York creative agency Alldayeveryday based on the personality, popularity and content quality of their blogs. Those winners will in turn receive a design consultation and custom Tumblr theme from the agency (valued at $1,000), as well as five reblogs from the brand's Tumblr account.\nParticipants will need to follow Aldo Rise on Tumblr to enter \u2014 a requirement that will no doubt do much to increase Aldo's following on the platform.\nThe contest is part of the company's Aldo Rise program, which unites collaborating designers with various company resources including its customer base. When asked why Aldo wanted to target Tumblr users in particular, Kathy Acimovic, senior PR manager for Aldo, said it was more about celebrating the community's \"like-mindedness in wanting to share inspiration and partake in creativity.\"\n\"Too often brands try to embed themselves in hip burgeoning communities like Tumblr with the expectation of 'taking advantage' of the audiences without giving any thought of what they can add to the community themselves,\" Julie Fredrickson, director of communications at Alldayeveryday, added, noting that it was important for both Aldo and Alldayeveryday to give winners something of long-lasting value.\nAlthough thousands of companies have hosted contests to increase their followings on social networks in the past, this is one of the first we've seen of this scale on Tumblr. We particularly appreciate the way that Aldo and its agency have decided to offer Tumblr's aesthetic-conscious community a prize uniquely suited to them."^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2012/01/10/aldo-rise-tumblr-contest/>