A system includes an image repository that maintains a plurality of images submitted by submitting users. Upon submitting an image, the submitting user may specify one or more communicative actions to be launched in the event that a searching user presents the same image to the repository. The presented image is searched against every image in the repository using image matching technology. If a match is found—that is, if the presented image is substantially the same as an image previously submitted and stored in the repository (i.e., the same image or a photograph thereof)—then one or more communicative actions, previously defined by the submitting user and associated with the stored image, are launched towards the searching user. A submitting-user-defined communicative action may include any action that communicates information to the searching user, such as sending the searching user a predefined email or text message, playing a predefined media file, displaying information stored in a profile of the submitting user, etc.