The document discusses two examples of blogathon campaigns organized by brands to engage bloggers. The first is the Bangalore Blogathon organized by Bombay Store, which invited bloggers to write about "Namma Bengaluru" with prizes of Rs. 5000 and Rs. 2500. Bloggers who were shortlisted would go on a store tour. The second is a campaign by Mahindra for their XUV500 SUV that invited bloggers to share road trip or holiday stories, with prizes of an iPad, Amazon Kindles, or holiday packages. Both campaigns helped build the brand's community on Facebook.