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Time Out New York Wants Your Best Food Porn Pics

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Today in Crowdsourcing Content news, Time Out New York managed to combine editorial, social media and friendly competition in a clever promo campaign.

To be specific, the image on the cover of the mag’s upcoming, always-popular Food & Drink Awards issue will come from a certain Instagram user with a gift for picking a great spot and composing a great shot.

The rules are almost painfully simple: post a pic taken at one of the many New York bars/restaurants on the Readers’ Choice nominees list (no selfies), add the tag #TimeOutFoodAwards…then sit back and wait for the instant gratification that will almost certainly never arrive.

On the one hand, this promo may encourage more people to play with their food. On the other hand, the very overabundance of tabletop shots on our Instagram feeds makes the truly exceptional ones stand out even more dramatically.

We have confidence in the TONY team’s ability to pick a solid winner. And we just added about 15 restaurants to our “must visit when you have the time and/or money” list, which we will pull out again in 2020 to remind ourselves that 40 is just a number.

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