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Online Video Contest Rules

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  • Andrius Kulikauskas
    Friday, I spoke with Joanne Jacobs and Leon Benjamin about the research that Minciu Sodas is doing for them about UK online communities. The directory that
    Message 1 of 1 , Apr 28, 2009
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      Friday, I spoke with Joanne Jacobs and Leon Benjamin about the research
      that Minciu Sodas is doing for them about UK online communities. The
      directory that we're creating
      will help them promote an online video contest for Mornflake cereal
      Janet, thank you also for your thoughtful letter.

      Joanne, Leon, I'm interested what kind of outcomes you want and how they
      relate to the rules of the video contest. The ways we can help depend
      greatly on the rules.

      Friday, you explained that there will be two stages. First, there will
      be a selection of the most appropriate videos. Then there will be a
      popularity contest, which one gets the most views.

      This kind of contest I imagine works similar to elections in a place
      like Shanghai. The party in control wants public feedback which can
      help it stay in control. The party picks two or more candidates that
      meet its criteria and then people get to select from among them. People
      who think "out of the box" will not even try to be candidates in such a
      contest because the rules are stacked against them. Indeed, such a
      contest forces the players to focus 100% on what they think the
      organizer wants, and so they aren't able to focus at all on what they
      themselves care about , and they aren't able to benefit at all in case
      they will lose, as most do. This is also the situation with European
      Union calls for proposals which typically have in mind the "innovation"
      that they are looking for and so they can't embrace any real innovation,
      anything that's not already on their radar.

      If you flip the rules around, then I think you'd get an entirely
      different result. Suppose that you simply encourage people to make
      videos of any kind that include the word "Mornflake". You then select
      from the 10 most popular videos the winner that you think best reflects
      what Mornflake might stand for. (If none of them reflect the values,
      then you give out the prize money evenly but have no true winner.)
      These rules make for an entirely different result. They can benefit
      even as losers by simply riding the Mornflake wave in trying to create a
      viral video. And that video can promote what they want to promote. But
      then they know that they will have a 1 in 10 chance of winning the prize
      money. And so they will meet you halfway. They will create what they
      want to create (first of all) but also try to relate that to Mornflake
      (second of all). Which is the order of priorities that you want, yes?

      Leon and I spoke two weeks ago about the latter set of rules, and I
      based my proposal on that. You can see that it makes a big difference
      in how Minciu Sodas (and other networks) can participate. I will
      explain more about the logic of Minciu Sodas.

      Minciu Sodas supports the widest variety of independent thinkers around
      the world. They work for free to help themselves and each other on their
      own projects and we provide free services. We then know each other and
      are ready to organizes teams for paid work as we're working for you.

      Our participants include or can include convicts, pedophiles,
      prostitutes, drug addicts, drug dealers, polygamists, homosexuals,
      fascists, adulterers, men who beat their wives, terrorists, gang
      members, tribal militia members, politicians, tycoons, gun owners,
      people of all manner of religions and even atheists, so long as at our
      lab's venues they follow our rules:
      1) We work publicly and the content we share enters the Public Domain
      except where it notes otherwise.
      2) We appreciate that "money can bring us together but you can't pay us
      to care".
      3) We wish for all to succeed.
      These rules work for the great harmony that we have.

      So, for example, my father worked all of his life on secret work for
      "the defense industry" and he contributed some of that money towards our
      Pyramid of Peace and I am writing from his office where I am staying. I
      don't see why Minciu Sodas can't work for a defense contractor like
      Raytheon or Northrop or Hughes (or Microsoft, Monsanto, Russia or the
      CIA) so long as we work by the above rules. I don't think it's a good
      investment to seek out such support. But if they offer, then I would
      consider based on the above rules, and not on my personal feeling,
      judgement, opinion, morality or anybody else's (unless and until it
      becomes clear that those rules are not enough).

      The rules are relevant for my work to promote Mornflake. This is paid
      work (external motivation) and so unrelated to my caring (which is
      internal motivation). I won't care about Mornflake, the company or its
      products, and I won't encourage others to care. I don't care what "good
      deeds" it does (they should do them regardless of me or my power as a

      However, what I can do is leverage for Mornflake's sake what I do care
      about. I appreciate that Leon Benjamin makes every effort that we might
      work by the rules above. I can leverage my caring for Leon. I can
      leverage my appreciation of the value of a UK directory of online
      communities that is in the Public Domain. Likewise, I can leverage my
      appreciation if it meets people halfway and helps them promote what they
      value. And such reasons are enough for me to reach out to others and
      say: Judge as you like Mornflake cereal or Mornflake, the company, but
      appreciate that they are helping us reach out to each other, and if you
      like that, then please do promote this contest as a way for us to reach
      out further. Then Mornflake becomes a name by which we reach out to
      each other. And, as a consequence, Mornflake is known, which I
      understood was the main purpose of this campaign.

      That's the approach if the people come first and Mornflake comes
      second. Contest rules mirror that set of priorities if they first
      measure popularity and only then appropriateness.

      The other approach would have you measure appropriateness first (which
      is expensive and subjective) and popularity second. That approach will
      invite not the people's own integrity but those who I imagine might be
      most out of touch with that, which would be students who (knowingly or
      not) are embarking on a career to manipulate people on behalf of
      businesses. Yes, I do that, too, but my rules insist that I put the
      people's interests first, and that makes all the difference.

      I include below a relevant contest from MeHype.com They lean towards
      popularity first, appropriateness second. And such an approach for
      Mornflake makes it possible for me and others to encourage absolutely
      anybody to promote the online video contest, but especially people who
      are profound social networkers. It can even encourage other brands to
      become "friends" with Mornflake's network.

      The other approach - appropriateness first, popularity second - might
      lead to an online web community like Vincent Giordano sandwich meats
      ($4,000 prize)
      Currently, their traffic rank at http://www.alexa.com is Nr. 10,604,543
      in the world, which is 0.000005% of global Internet users, about 50
      people per month (but the contest starts May 1!) For comparison,
      according to Alexa, Mornflake has about 260 visitors per month and
      Minciu Sodas about 710 visitors per month.

      Here's Barona Resort & Casino ($7,000 in prizes)
      steers traffic to http://www.baronavideocontest.com which has 250
      visitors per month.

      Leon, Joanne, do you know of a website similar to the kind that you'd
      like to start?

      I also note our rule "We wish all to succeed" which means that even
      though we're helping Mornflake, but we also want the people in the other
      cereal companies to succeed as well. Which means that quantity is
      generally not a criteria of success (whether more or less people get fat
      or thin from Mornflake) but rather the quality, whether the leaders are
      succeeding in what they want to achieve (such as developing Mornflake as
      a brand in its own right). I think it makes a difference (for me, at
      least) that Mornflake is a family-owned business, which means that there
      indeed are individual leaders who we can help so they succeed.

      Thank you,


      Andrius Kulikauskas
      Minciu Sodas
      +370 699 30003
      Vilnius, Lithuania
      skype: minciusodas


      MeHype "Food and Beverage" Video Contest
      Got something to say? Say it on MeHype!

      Due on June 30th, 2009 - A contest from MeHype to our newest members of
      the Producer Ranks. As you develop your profile on MeHype.com, you will
      want to include examples of your previous video work to highlight your
      current level of skill, creativity and design.

      To encourage you to "show us what you got", MeHype will award $1000 to
      the Producer of the most watched (full views only) Food &
      Beverage-themed video that highlights the level of capability and
      professionalism that our members posses to attract future Corporate
      Sponsors to MeHype.com, for more projects to work on...

      These videos should be your most Interesting, Informative or Imaginative
      content discussing or highlighting an Food & Beverage Brand, Service or
      Product. Make your own commercial or testimonial. Show the actual
      product/action in the video.


      1. Video length - :30 seconds to 1:30 minutes long
      2. Content: Video: Food & Beverage Commercials, Testimonial, or Highlight
      3. No Nudity, Foul or Offensive Language, No Violence or Illegal Acts

      $1000 cash to the Video Producer that 1.)Registers with MeHype.com as a
      Producer, 2.) Uploads an Approved Video and 3.) Registers the most views
      total for all submitted videos in the Food & Beverage category. Prizes
      will be paid through PayPal account within 15 days of contest results
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