Sounds the same as what H&R Block is doing with their contest.
(Oh no, more video contests!!)
I always wondered if the IKEA folks saw our video, IKEA Parking Lot:
--- In email@example.com, "Dean Collins" <mailinglist1@...> wrote:
> "Ikea has turned to a new kind of consumer-generated video network that
> designed to motivate consumers to interact with and create videos based
> on their brands. Unlike others who are treating user-generated content
> as advertising, PR or buzz marketing, the Ikea campaign is based on a
> very old marketing model: consumer promotion. The promotion, which is
> being hosted and managed by Shycast, any early stage company that is
> going public today with the Ikea campaign, is essentially a contest that
> offers $5,000 in cash to the user who creates the best online video on
> making a bed. Actually, the contest asks consumers to "break the rules"
> of bed-making."
> "As of early this morning, moments after the campaign went live, Shycast
> had three video posts: One from Bill showing a bed "making itself; one
> from Steph, "making my bed;" and one from Robert J. Moore, asking
> whether, "you can see me" in his bed.
> The hope of Ikea and its agencies is that the campaign will prove to be
> more than just a test bed, and that it will catch on like wildfire,
> tapping a new undercurrent of competition in the user-generated video
> How cool is this concept. If you are in the market for an advertising
> agency you should hire these guys now. I love it.
> [Non-text portions of this message have been removed]