In 2013 the community of Fort McMurray was a byword. It had a reputation across Canada for being a "little" rough in places, but a great place to make money.
The local community challenged that image. They attested that their city had matured into a great place to settle, start a business, even raise a family. The Best of Wood Buffalo contest was created to promote and celebrate the best the community had to offer. Because of the size of the community, it was possible to do some innovative forms of location-based voting. This meant that winners were chosen by measuring community activity, rather than by a panel of judges. It was a system that not only measured engagement, it promoted it.