• by Eric Franchi , July 21, 2009

Last year, we discussed video contests and their benefits to online marketers -- specifically, contests featuring user submissions.  At the time, Microsoft's "I'm a PC" ad was running, with Microsoft employees, celebrities and user submissions being featured in both online and TV ads.  It's difficult to cite the specific contribution that the "I'm a PC" campaign had to the overall sales figures, but sales were up and strong last year, particularly given the economy.

Given the potential benefits -- real-life endorsements, actionable learnings and viral distribution being a few key ones -- it makes sense for any marketer to look closely at contests as a viable tool.  The only issue, at least to date, has been a lack of case studies and best practices to follow.

That is, until now.  Earlier this month, Forrester Research's Nate Elliot (a former Media Post columnist as well) authored a report on online video contests from a marketer's perspective.   For the purpose of this column, we'll briefly touch on a key issue -- maximizing distribution -- and recommendations. 

According to Elliot , there were as many as 115 online video contests going on in early July: a far higher number than many would expect.  A typical online video contest garners 50 to 250 submissions on average: a far lower number than most would expect, especially since the estimated cost of an online video contest is between $10,000 and $250,000!

However, don't let the low submission average scare you, dear marketer.  While submission and uploading of video might represent a barrier to entry to all but the most dedicated fan -- and I'd argue that in the age of Flip Minos and iPhone 3GSs, we might see that number change -- most everyone enjoys watching user-generated  online video.  In fact, Elliot points to examples of contests that had a "couple hundred video submissions that led to well over 1 million views."

When you hear about reach and view counts in the 1 million+ range, online video contests become an even more exciting idea.  Best practices, according to Elliot, include making sure that the submissions are usable long after the contest ends (can "I'm a PC have the same impact now, long after the campaign is over?), and having steps along the way that encourage and incentivize pass-along.

For any marketer or agency interested in learning more, I recommend reading the full findings, which can be accessed here