The campaign entices consumers to send in wacky pictures taken using their mobile phones. The images might then appear for 15 minutes on the homepage of Yahoo! UK & Ireland.
Lisa Bjornberg, the consumer ad manager at Vodafone, said: "Showing people the fun they can have using picture messaging and giving them their moment in the spotlight in this interactive environment is a great demonstration and incentive."
The campaign aims to demonstrate the benefits of Vodafone Live! - the brand that encompasses its portfolio of advanced services such as picture messaging - to its users and the wider public.
The campaign, devised by OMD Digital, will run for a week and give 240 people the chance to have their picture-phone image run on the homepage.
Digital creative, which includes expandable banners, standard banners and a campaign microsite, has been developed by the digital creative agency Tonic. Users are driven to the microsite for details on how to enter. Those that have pictures that will be shown are notified by text message of the day and time it will be appearing.
"This unique campaign leverages our highly desirable youth audience, an audience that is very comfortable using digital mobile phone technology," Alison Reay, the national sales director at Yahoo! UK & Ireland, said.