Dota 2 fan wanted to win a beta key in a big way in Valve's recent photo contest -- like, really big. The rules stipulated entrants submit a photograph of themselves "holding a sign that reads 'Dota 2' and your 'PlayDotA.com Username' in any creative fashion," and that the image had to be larger than 600x400 px. So Steven Addison put his image on a billboard, because that's what sane people do to get beta keys.
Placing an ad on an electronic billboard in Addison's neighborhood normally costs $3,000. Addison and his friend wanted to use the billboard in a student film as well, and after Addison explained their situation, a kind Clear Channel man offered him a small amount of air time for free. We're very happy to hear that, because compared to the other submissions, even $20 seems like too much to have invested in this contest.