Via a graphical user interface on a first mobile computing device of a first user, the first user is prompted to upload a first electronic photograph representing an appearance of the first user who is a participant of a virtual social network. Via the graphical user interface, the first electronic photograph uploaded by the first user is received. From a second user who is also a participant of the virtual social network, an electronic voucher is received. The electronic voucher is redeemable for a merchandise item that is offered by a physical venue, the physical venue corresponds to the virtual social network. A screen is generated that contains both the electronic voucher and the first electronic photograph. An electronic scan of the electronic voucher is detected. An electronic transaction is completed, in which the merchandise item is redeemed in response to the electronic scan of the electronic voucher.