The above are just a few of the uses for ketchup on view at YouTube, where thousands submitted home-produced H.J. Heinz commercials. (According to agency Smith Brothers Advertising, 8,000 were submitted, but half that number are on YouTube.)

In addition, since the campaign launched, consumers have logged more than 2.3 million views of the spots, and spent more than 80,000 hours watching them.

The latest in a number of campaigns that have arisen to take advantage of the tremendous popularity of YouTube and consumer-generated media (CGM), Heinz worked with agency partner Smith Brothers Advertising to engage viewers with its "Top This!" TV Challenge.

Consumers were lured by the chance to win $57,000--like the "57 Varieties" in Heinz's slogan--and beat Madison Avenue at its own game. In addition to the large cash prize, other factors helping the contest do so well included consumers' affinity for the Heinz brand, and their growing fluency in digital production and distribution.

In stark contrast to the Heinz promotion, a recent make-your-own-commercial contest sponsored by Malibu Caribbean Rum--which offered a $25,000 prize--drew just 270 entries, only 84 of which qualified to be posted on YouTube.

Then there was the Doritos Super Bowl ad contest, which received just over 1,000 submissions. The slew of other brands to have tested CGM contests include Pepsi, Jeep, Dove, Sprint, and Converse.

Michael Bollinger, director of client services at Smith Brothers, listed four factors for campaign's success: "A big idea, a courageous client who was willing to turn their brand over to consumers, a passionate consumer base that truly loves the brand, and best-of-class partners [Google and YouTube] who facilitated consumer awareness and participation."

The quality of the consumer-generated spots varies widely. Still, the sheer quantity of submissions is evidence that CGM campaigns work, according to David Heidenreich, director of interactive strategy at Smith Brothers.

"The quantity of the submissions shows the power and benefit of giving consumers an interactive forum," said Heidenreich.

The integrated campaign included packaging, in-store promotions, advertising and online elements to fully engage participation. Prominent messaging on millions of Heinz ketchup bottles drove consumers online with phrases like "Starving for the Spotlight?" and "Hungry for Fame?"

Smith Brothers Advertising is a full-service agency based in Pittsburgh, with a client list that includes Del Monte, PNC Bank, Dick's Sporting Goods, and Subway Restaurants.

The $57,000 winner of the latest Heinz content is slated to appear on a major national telecast in September.