In May 2011, Twilio announced a new developer contest called "Scratch Your Itch" which aimed to encourage developers to create applications that make their own development easier using the Twilio API. The contest challenged participants to be creative and build something innovative, such as a debugger or local testing environment, to take their development skills to the next level. To support this effort, Twilio provided resources like API reference documentation, SDKs, and sample apps, as well as a community hub for best practices and inspiration.