About the "Mass Effect 3 Missions" contest, where users ask and answer 'mass-effect-3' tagged questions to win ranks and prizes.
In order to capitalize on the tremendous wave of popularity that Mass Effect 3 brought about, a contest was announced to generate interest in the site. Through participation, users built a tremendous base of frequently asked Mass Effect 3 questions to drive secondary traffic to the site.
With specified combinations of upvoted posts (questions and answers) and direct site promotion (through referral links), users could win prizes from "ranks" on their profile through TVs and replica weapons (just kidding!)
This contest also saw the debut of the newly upgraded StackGaming SuperColliding MotherShip with lasers (internet English: "lazers") which will outlast the promotion.