It has other desired effects too- in that our proven technology attracts larger custom campaigns, whose features we will continue to roll into the existing and future products. In short: we’re full steam ahead, and business is great. Thanks for the interest, Liz!

To your question of terms, ownership and permissions, it is our policy to always leave ownership in the hands of the content creator, and grant the rest of the parties in the agreement a license to use the content. This is inline with most content-sharing sites on the web, and we so no reason why it should be any different in the case of content made for a contest.

While the Madison Ave folks may have exhausted the huge PR payoffs that come with first-mover advantage, the tools and execution (plug: see my link above) are becoming more affordable and “DIY.” This opens up the idea of video contests to the markets that stand to gain the most from UGC; they who cannot afford our friends at the big agencies.

As for censorship of content, much has been learned by gaffs like the Tahoe fiasco. Unfortunately this means that more brands are moderating entries and comments before publishing, etc. That makes it less fun and instant for entrants, but gives brands the feeling of control they (read: their legal departments) need to venture into this space.

Hope I’ve been helpful,

Jordan Behan
Dir. of Community Relations
Strutta.com