In a deal negotiated by OMD, Nissan Quest has received a custom-branded photo template in Shockwave's Smilebox photo-sharing application. Through May 15, users can upload personalized photos with accompanying text, and then print out or send the content as Mother's Day greetings.

Meanwhile, in a buy from ZenithOptimedia, HP has exclusive branding within Shockwave's "Daily Jigsaw" game. In the advertiser's first user-generated promotion on the site, visitors can submit Mother's Day-themed photos for consideration as Sunday's "Daily Jigsaw."

The two integrated ad programs represent the latest additions to Shockwave.com and its sister brand AddictingGames, which has itself boasted recent campaigns from LEGO and Slimjim. The two sites, now part of the Nickelodeon MTVN Kids and Family Group, have been experiencing double-digit month-to-month growth in unique visitors, according to Omniture SiteCatalyst.

Dave Williams--who became senior vice president of both sites following MTVN's acquisition of Atom Entertainment late last year--also announced that a new upload feature at AddictingGames had made submissions much easier for game developers, leading to 200 new game submissions in one month alone. Being affiliated with MTVN, he said, "makes it possible to do so much more than when we were an independent company."