Ahhh the video contest. Is it a way to engage creators, or for marketers to do “lead gen” (snatch the e-mail address of creators’ friends)? I understand why contests require registration for rating — we wouldn’t want a “Chicago” style election.
At the same time, these “one-off” contest websites are maddening. For example, here’s a Pepsi contest in UK. And here’s Davideo’s most excellent entry… “Nana’s Ultimate Burp of Doomer.” Your vote for his flick can bring him a bunch of lira or pounds or something.
Registration is quick and painless, and I’m such a fan of Davideo I’d have given my credit card to a Nigerian stranger to vote for his video.
But unless Pepsi is looking to build a database, I wonder if there’s a way to reduce this “register to vote” requirement. Or develop the transportable registration ID that we were supposed to have for all sites back in 2002.