There are brand enthusiasts who participate in campaigns on an ongoing basis. Yet each time they return, these fans must register and sign-up for the full experience. If the brand were to embrace technologies such as OpenID, not only would it provide their fans access to cross-promotional properties around that campaign, it would also provide easy access to all future campaigns. And with future potential of data portability, people could take those experiences with them, introducing content to friends and hopefully igniting passionate new fans.