To enter the Absolut Lomo contest or to see what it's all about click here.
It all sounds a bit like Hype to me:
"Apart from simply visiting the Gallery and see the artwork, visitors to the ABSOLUT LOMO site will be given the opportunity to send in their own pictures. The photos will then be printed out – inside the Gallery – and fitted on the wall, thus becoming part of the exhibition.
If you don’t want to participate with your photos in the exhibition you are more than welcome as a spectator: Once visitors have ventured to the Gallery, they will be able to zoom in on all photographs on the wall and post comments on them. A rating system of the photographs is also available. During December, January and February, the rankings generated by visitors will be displayed on the site."