Wildfire is a new application that lets its users develop branded interactive promotions and post them simultaneously on the social networks.  Users who join the service can first create their promotion using Wildfire’s software to develop campaigns such as sweepstakes, competitions and user generated photo contests which can then be fed out to major social network sites all at once.  It’s been used by major brands but is it a good enough substitute for the customised approach that an agency would have?