UnderArmour

Professor Kagan spoke about when you are running an online contest, it is important that you keep it reasonable - if you market to senior citizens, they are probably not going to upload a video that they made themselves.  It made me think about UnderArmour's "Undeniable" contest - which in my mind, was from top to bottom, a smart marketing contest.
http://www.findingundeniable.com/
UnderArmour had apparently given out an Undeniable award at the ESPYs since 2006.  But THIS was a contest for high schools to enter, with a chance to win $140,000 worth of Under Armor apparel and footwear.  First, a single representative entered the school and told its story.  From there, votes from across the community would put it at the top of the list.  To ensure that each person only voted once a day, you had to "Like" the UnderArmour FB page and vote through that portal.  After a few weeks, when 25 or so schools had risen to the top, they began making it a little more difficult - you could earn more points (and each vote was one point) by making videos, getting the mayor of your hometown to make a declaration in favor of the school's "Undeniability," taking a picture of each on of the school's athletic teams, etc.  This contest went on for months. In the interim, those that were actively involved would make videos, etc. And those that were more passive could just click vote if they remembered to each day.  But everyone would see UnderArmour's statuses, many people began to follow them on Twitter, and the brand equity went through the roof. 
It was no longer equated with being a very expensive brand that only professional athletes needed and could afford.  Now, it was for high schoolers. Football players, field hockey players, cheerleaders - even the casual runner wanted to get their hands on it. Meanwhile, UnderArmour looked like a great company that cared about the hometown high school, not just about the million dollar athlete.
I do not have exact figures for their growth in revenue during and immediately following this campaign, but UnderArmour growth has continued for months on end. And they received several accolades for the campaign.

On a personal note - my hometown high school (Mainland Regional HS) won the contest, after months of rallying the community...it was kind of a landslide. You see, just before this contest began, a terrible and tragic car crash ended the lives of several local athletes.  The community was devastated.  Nothing could ever bring back the lives of those football players or erase the memories of the other kids in the SUV, but the contest did a lot to begin to help heal the wounds.  And I know for a fact that many, many people from the Linwood area who will always buy UnderArmour now.