I wrote about Jessica Kurson recently, and yesterday spent the afternoon with the nationally-known Comedian in NY City (Times Square). I don’t think I’ve had this much fun making a video in ages, and I’m certain this was my finest hour in NYC ever. Subscribe to her here.
Jared Cicon aka “Video Contest King” has some sage advice for would-be video contest entrants, and characterizes three types of contests (and which to avoid). Of course, he neglects to tell you not to enter a contest he’s entered. Your chances are slim against his polished creative. Don’t bother.
Jared doesn’t temper his resent against contests that allow video creators to leverage their existing fan base to jack up views and, in his view, manipulate contests. He prefers contests rely less on the creator’s social-media fan base and more on the video creative itself.
The problem, of course, is that the contest sponsor is often running a contest less to identify brilliant creative… and more to engage audiences. So a popular contest entrant with a luke-warm video entry is, to some degree, more valuable to the marketer or agency than a brilliant consumer-generated ad created by an unknown videographer. The advertiser benefits from free visits if the “popular” video creator sends his or her viewers to the contest site. Then the contest micro-site has actual visitors… something they don’t usually otherwise fetch without a significant online-advertising budget promoting it. Ideally when they get to the contest microsite, they’ll find more videos like Jared’s (versus some really poor samples I hazed on a previous post).
Fortunately for Jared — who creates television-quality commercials but has no major social-media fan base — most contests fail to capitalize on the audiences of popular video creators. For instance, I entered a Butterfinger Contest months ago (see contest site). Although the video was promoted heavily via Yahoo Video banners, my entry didn’t go to my Yahoo-Video profile but presumably to a dark FTP site. It’s not even showing up on the contest site, and I’m not even 100% sure it is being considered. Jared posted his entry on YouTube (an act of generosity or to show off his work) but says it’s disqualified because he used minors. Perhaps mine suffered a similar fate.
This is a contest built for Jared not me. I would not have likely entered knowing Jared was going after the same contest and the same category (gadgets). In fact I entered mostly because my wife kept asking me to do so (she was more optimistic than I that we could win the $25K grand prize). I typically avoid “top heavy” contests (where the winner takes all and the runners up get token prizes). Based on Jared’s previous post, I imagine he might have declined a runner’s up award… also more interested in $25K than a year’s supply of candy).
Had I teased my YouTube audience with out-takes of my contest entry, and sent them to the Butterfingers contest website to see it, the contest website would have likely had 5,000-20,000 visitors (generating that kind of traffic can cost $$$$ when you’re buying display ads). When you’re running a contest, you ideally want Jared-like creative samples (especially if you plan to use them offline) but also some actual traffic on the contest site so the contest is not an embarrassment.
So how could Butterfinger have engaged more target customers, and still ensure the winning video was actually good (and not just done by a popular creator who was able to mobilize fans to jack up votes)?
Two options: a secret panel of judges weighs NOT just the creative but the total views. Then I’ve got an incentive to send my audience to the contest (which I didn’t, if for no other reason because my video never showed). So Butterfinger gets the benefit of my audience, but I can’t completely manipulate the contest because Jared gets points for actually making a better video entry. Alternatively (and a more fair model): agencies judge a video strictly on its creative merit… then contract with popular social media and video “stars” to promote the contest by paying them to make an entry and invite their large audiences to check out the contest microsite. Babe Ruth has done this previously with Rhett & Link, although the video seems to have vanished. Maybe the pay-for-entry is disqualified from winning, or maybe the judges aren’t informed about these deals to avoid bias.
Perhaps the agency is cutting a turnkey deal with the video-sharing site, and is guaranteed a certain amount of visits/impressions (giving the contest owner little incentive to find more efficient sources of traffic).
Bottom line: Video contests are often under optimized, and its why PopTent (xlntads) and other companies exist. Jared and I offer two distinct benefits to a contest, and this is not well understood by most brands developing contests. Jared is a professional creator who will ensure the winning video can survive on television and impress visitors to the contest microsite. I have an active online-audience, and can help promote the contest to other video creators and ensure that the contest microsite actually has people to impress (without sucking away precious media dollars that might be better spent to promote the, er, brand not the contest).