CCP's new EVE is Real web endeavor. The ad campaign essentially asks capsuleers to upload artwork, screenshots, videos, and other player-generated metagame content to a new web portal designed to show off EVE's emergent gameplay.
CCP kicked off the campaign by offering in-game incentives based on the number of player uploads, and today the company has sent out a PR blast touting the fact that the first milestone has been reached.
Players have uploaded over 1,000 pieces of content, triggering a gift of 1,000 in-game Aurum to every active EVE account (you'll recall that Aurum is the controversial new cash shop currency that surfaced with the Incarna expansion). So what will 1,000 Aurum buy your pod pilot at the Noble Exchange? As of today the pickings are somewhat slim. The only offering in that particular price range is a pair of black men's boots.