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Nationwide Mutual Insurance has a Life Comes at You Fast promotion that allows people to upload a headline, photos and a story about an important moment, event, or person in their lives. The ones that are selected are displayed on a Times Square billboard and accessible on the site. I’m guessing this theme has replaced “Nationwide is on your side”, although I’ve never seen an ad with this new theme.
The signup promises not to bombard registrants with sales email, a concern that stops a lot of people from participating in online promotions. The site suggests:

think big, this is New York. Propose to your partner. Say you’re sorry. Tell your husband “we’re pregnant.” Do something that says, hey world, Life Comes At You Fast.”

There’s a link to the promo from the Nationwide homepage. A live web cam of the billboard would be nice, and the promotion definitely needs a blog.