If you’re longing for your brand to participate in the video-viewing madness online, sponsoring a contest turns out to be a good way to minimize your risk while participating. Of course, if you put down too many rules and too much content-screening, you’ll just spoil the fun.

WSJ: Virtual Reality TV, 2006-Oct-3, by Jessica E. Vascellaro

Advertisers have been reluctant to advertise on some video sites, concerned their ads will appear next to inappropriate or copyrighted content. But in a contest format, user-generated content is often handpicked and bundled with professionally produced segments.