If you could see the social connections between your website visitors (or mobile users) and find out who are the most influential ones, how could you utilise that?

Create a detailed scenario.

 

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HOW TO PARTICIPATE

Step 1. Enroll

Step 2. Create a (pdf or ppt) presentation of a detailed scenario where you would utilise this information.

Step 3. Name the file after your email.
E.g. The proposal of tom.jones@xtract.com would be tom-jones-xtract-com.pdf

Step 4. Share your final presentation with us (competition2008@xtract.com) using the free
service www.slideshare.net by October 20, 2008. Check the option that makes it possible for
us to download it.

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PRIZES

1st prize: Wacom Cintiq 12 WX (or cash price of 1100 €)
2nd prize: iPod Touch 32GB (or cash price of 400 €)
3rd prize: 1 year subscription to lynda.com Premium training video (or cash price of 300 €)

Additional awards will be given for Best Social Advertising Scenario, Best User-centered Scenario and Best Visual Design.

 

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TIME

September 17th, 2008 - October 20th, 2008

 

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ABOUT THE COMPETITION

This is the first international Xtract Scenario Competition. The goal is to demonstrate innovation, communication and presentation skills focusing on the use of customer insight. The competition provides blog, social networking site and forum owners insight on the purpose of knowing their visitors' social connections within their websites and the most influential ones.

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JUDGING

The competition jury will review all entries based on the criteria listed below and determine the winner based on the entry. Winners will be announced a week after the end of the competition.

Your presentation will be judged on:

* presentation qualities (visual design and effective in getting message across)
* scenario qualities (innovative, plausible, useful)

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JURY

The jury includes world class experts in advertising, marketing and web 2.0 communities:

Alan Moore is the creator of the principles of Engagement Marketing and co-author of Communities Dominate Brands. His ideas and practices are at work within companies such as Nokia, Microsoft, T-mobile Germany, EMAP, Telia Sonera, SonyBMG, The Coca Cola Company, H&M, Hewlett Packard, IPG and News International. Alan’s blog was voted one of the top 20 most influential blogs in 2008.

Brian Jacobs has worked for over 35 years in media and advertising agencies in the UK, Europe and the USA. He has been International Media Director of Leo Burnett, MD of Carat International, and EMEA Regional Director of Universal McCann. Before launching BJ&A he was EVP of Millward Brown.

Ajit Jaokar is author of Mobile Web 2.0 and OpenGardens books and founder of the London- based publishing company futuretext. Currently, he plays an advisory role to a number of mobile start-ups in the UK and Scandinavia. He is also a member of the web2.0 workgroup and chair for Oxford University's next generation mobile applications panel. His thinking is widely followed in the industry and his blog, The OpenGardens Blog.

Jouko Ahvenainen is co-founder and chief strategy officer at Xtract. He is regarded in the industry for his knowledge in Social Advertising Intelligence. A veteran international business management consultant, Jouko has worked and lived in several countries including UK, Finland, Malaysia and U.S. where he held senior positions at Cap Gemini, Ernst & Young, Powerwave Technologies Inc., Nokia and Sonera.

 

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ORGANISER

Xtract
Xtract is a data refinery for mobile and online companies. Our product creates accurate personas from customer data combining social interactions, behaviour and demographic information.
These personas (or profiles) can be used to reach the very people, for whom a product or a campaign has been designed, so that digital advertising can be effectively and intelligently conducted.
Xtract works with over 50 companies with intensive customer data ranging from global leaders such as Nokia, T-Mobile and Vodafone to innovative challengers such as BLYK and Flirtomatic.

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COPYRIGHT, RIGHT OF USE

Please make sure you are only submitting material that you own the copyright for.
The competition organiser has the right to reproduce any number of the winning works and keep them on display in any chosen place and for any purpose.

 

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QUESTIONS

If you have any questions about the Xtract Scenario Competition 2008, contact the competition chair, Christoffer Langenskiöld, at competition2008-info@xtract.com
Good questions will be posted on the related competition blog entry :)

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FAQ

Can I propose multiple entries?

Sure, up to 10 entries! It is actually encouraged to file several entries! Just remember to enroll for every entry. The number of your entry should be added at the end your file. E.g. tom-jones-xtract-com-2.pdf

When will we hear the results?

Winners will be contacted by October 27th, 2008 and announced during Adtech, NY, November 3-6th, 2008.

What is a scenario?

A scenario is a little story or the description of a situation, where Tom (website admin, owner, marketer or advertiser) does something around a campaign, the website features, visitors, administration, design, marketing or user relations, for example.

The structure doesn't need to be anything fancy, for example:

Slide 1: Description/Strip/Steps

or

Slide 1: Title
Slide 2: Context
Slide 3: Action
Slide 4: Result

or anything you feel fits to tell the story.

Example 1:

Slide 1: Title: New Feature
Slide 2: Aha: Tom notices...
Slide 3: Action: Tom does...
Slide 4: Result: The website gets...

Why is this competition organised?

Xtract organises this competition to poke the traditional marketing and advertising mental models. As people have mostly been thinking about their target group in function of their demographics (e.g. age, sex, marital status and interests) and at best their behavior (e.g. use the video feature of the service, play this game, visits these websites and search for these words), Xtract is introducing the new dimension of social behavior (e.g. influencers, real communities). This isn't the easiest task, so Xtract needs to educate and challenge people's way of thinking. That is the purpose of the competition.

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Rules

XTRACT SCENARIO COMPETITION 2008 RULES You must read these Official Rules before entering the Xtract Scenario Competition 2008 (the "Competition"). All participants ("Participants") agree to be bound by these Xtract Scenario Competition 2008 Rules (the "Official Rules"). No purchase necessary. The Competition is void where any aspect of the Competition is prohibited by law or where registration, bonding or translation is required. Sponsor: Sponsor of the Competition is Xtract Oy ("Xtract"), hitsaajankatu 22, FIN-00810, Helsinki, Finland. All questions regarding the Competition should be directed by e-mail to competition2008-info@xtract.com. How to Participate/Eligibility: Starting, September 20th, 2008, and continuing through October 20th, 2008 (the "Competition Period"), enroll by filling out the form at http://www.xtract.com/competition-enroll/ with your genuine details (email, your full name, contact details, country, city, etc) and the name of your file. Name the file after your email. (E.g. The proposal of tom.jones@xtract.com would be tom-jones-xtract-com.pdf) Share your final slideshow presentation digitally with us (competition2008@xtract.com) using the free service www.slideshare.net by October 20th, 2008. Check the option that makes it possible for us to download it. a slideshow presentation electronically. Files may be no more than 50 megabytes in length. Limit of ten entries per person. Participant must also supply a valid email address as part of the registration process and such other identification information as is requested, including their country of origin. No entries will be accepted after 11:59 p.m. Pacific Time (PT), October 20th, 2008. Each Participant must be an individual who is legal resident at least the age of majority in his or her jurisdiction of residence for the duration of the Competition Period. The Competition is not open to residents of Cuba, Iran, Iraq, Syria, North Korea, Myanmar (formerly Burma) Sudan. Such residents are not eligible to participate. The Competition is void in these countries and in any other jurisdiction where prohibited or restricted by law. Xtract, in its sole discretion, shall determine the eligibility of participants and the time of entry. Submissions must be "in good taste", may not contain any sexually explicit material or illegal content or activity, and must otherwise comply with the SlideShare terms and conditions at http://www.SlideShare.net/terms. Xtract reserves the right to reject any entry for any reason in its sole discretion. Employees, independent contractors, officers, and directors of Xtract, its affiliates, subsidiaries, partners, advertising, Competition, and fulfillment agencies, and legal advisors, the judges, and the immediate family members and persons living in the same household of such persons, are not eligible to win a prize in the Competition. Participants expressly waive any right Participant may have under the laws of the country of Participant's domicile or residency to have the Official Rules, the Competition registration, the Competition website, and all correspondence with Participant written in the official language of such Participant's country of domicile or residency. By registering for or participating in the Competition, Participant agrees to abide by and be bound by these Official Rules and any decision Xtract or its designees make regarding any matters relating to the Competition. Participants who do not comply with the Official Rules are not eligible to compete or win a prize. All decisions made by Xtract or its designees shall be final and binding. Xtract reserves the right to disqualify from the Competition, and any future contest or other Competition conducted by Xtract, and to prosecute to the fullest extent permitted by law, any Participant who, in Xtract reasonable suspicion, tampers with any of the entry process, the Competition, violates these Official Rules, or acts in an unsportsmanlike or disruptive manner. In the event of disqualification of a winner, Xtract may replace the winner with the next runner-up at the sole discretion of the Xtract. By participating in the Competition, each Participant participating in the Competition agrees to grant to Xtract a non-exclusive, worldwide, fully paid, royalty-free, perpetual license, with the right to sublicense, to reproduce, distribute, use, exploit, transmit, create derivative works of, publicly display and publicly perform any entries, materials and other information (including, without limitation, ideas for new or improved products or services) submitted by the Participant in connection with the Competition by all means and in any media now known or hereafter developed. Each participating Participant hereby waives his or her moral rights in any such entries, materials and information, and hereby warrants that any such entries, materials and information are original with the Participant, or that the Participant has the right to submit such entries, materials and information. Participant warrants that all persons appearing in the entry are able to give, and have given, their full consent to participation and to the exploitation of the rights in the entry envisaged hereunder. Each Participant warrants that the entries, materials and information submitted do not contain information considered by Participant's place of business or any other third party to be confidential, and that the entries, materials and information submitted do not violate or infringe the rights of any third parties or violate any laws or regulations. Each Participant agrees that he or she shall have no recourse against Xtract for any alleged or actual infringement or misappropriation of any proprietary right in an Participant's entry. By participating in the Competition, Participant consents to Xtract's use of his or her name, photograph and/or likeness, address, voice, and statements made by or attributed to him or her, in perpetuity, in any and all media now known or hereafter developed (including without limitation, print, broadcast, and Internet), for all business purposes including advertising and Competitional activities without additional compensation, notice or approval, unless prohibited by law. Contest Judging Judging to determine the winners among the contest entries will be conducted by Xtract or its designee(s). Xtract or its designee(s) will determine the Xtract Scenario Scenario Competition 2008 winners. This would be the three best entries awards (First Prize, Second Prize & Third prize). Xtract will judge the contest entries based on three equally weighted factors: (i) the clarity of Participant's presentation; (ii) the persuasiveness of Participant's presentation; (iii) the scenario's innovativeness of the participants entry; (iv) the scenario's plausibility of the participants entry; and (v) the scenario's usefulness of the participants entry. The "Xtract Scenario Competition 2008" winners will be selected by Xtract or its designee(s). Because this part of the Competition is a contest of skill, winning the contest aspect of the Competition is dependent on the quality of submissions received. Finality of Decisions: All decisions of the Xtract are final and binding in all matters relating to this Competition. Prizes: Prizes for "Xtract Scenario Competition 2008" winners: First Prize : Wacom Cintiq 12 WX (or cash price of 1100 EUR) Second Prize : iPod Touch (or cash price of 500 EUR) Third Prize : 1 year subscription to lynda.com Premium training video (or cash price of 300 EUR) Additional certificates will be given for Best User-centered Scenario, Best Business Scenario and Best Visual Design. Taxes: ALL TAXES ASSOCIATED WITH THE RECEIPT OR USE OF THE PRIZES ARE THE SOLE RESPONSIBILITY OF THE WINNERS. Xtract reserves the right to withhold any taxes as required by applicable law. All prizes will be awarded (other than prizes withheld for tax purposes as required by applicable law) and are not transferable. No substitutions (including for cash) are permitted, except Xtract reserves the right to substitute prizes of equal or greater monetary value to the prizes if for any reason any prize cannot be awarded as contemplated in these Official Rules. Winners will be required to supply a Social Security Number (or, in Canada, a Social Insurance Number, or, in the United Kingdom, a National Insurance Number) or similar Taxpayer or government ID prior to the award of any prize. Notification of Winners: Winners will be attempted to be notified on or about August 10, 2008. Winners will be notified by e-mail, phone and/or regular mail and must sign and return an declaration of eligibility and compliance with these Official Rules, a publicity/liability release (unless prohibited by law), and any other requested documents within the time period stipulated in the documents. Failure to comply with this requirement may result in disqualification. Any notification returned as undeliverable may result in disqualification. In the event of a dispute about the identity of an Participant, entries will be declared submitted by the Authorized Account Holder of the e-mail address submitted at time of entry or associated with a SlideShare account. "Authorized Account Holder" is defined as the natural person who is assigned to an e-mail address by an Internet access provider or online service provider or other organization that is responsible for assigning e-mail addresses for the domain associated with the submitted e-mail address. A winner may be required to provide Xtract with proof that he or she is the Authorized Account Holder of the e-mail address associated with the winner. Individuals may request the name of the winners by sending an e-mail to competition2008@xtract.com. Disclaimer and Limit of Liability: XTRACT MAKES NO REPRESENTATIONS OR WARRANTIES OF ANY KIND, EXPRESS OR IMPLIED, REGARDING ANY PRIZE OR ANY PARTICIPANT'S PARTICIPATION IN THE COMPETITION. XTRACT SHALL NOT BE RESPONSIBLE OR LIABLE FOR ANY LOSS, DAMAGE, COST, OR INJURY THAT ARISES FROM OR RELATES TO PARTICIPATION IN THE COMPETITION, OR WINNING OR USE OF A PRIZE, INCLUDING BUT NOT LIMITED TO: (I) LATE, LOST, DELAYED, DAMAGED, MISDIRECTED, INCOMPLETE, OR UNINTELLIGIBLE ENTRIES; (II) TELEPHONE, ELECTRONIC, HARDWARE OR SOFTWARE PROGRAM, NETWORK, INTERNET, OR COMPUTER MALFUNCTIONS, FAILURES, VIRUSES OR DIFFICULTIES OF ANY KIND; (III) FAILED, INCOMPLETE, GARBLED, OR DELAYED COMPUTER TRANSMISSIONS; (IV) THE DOWNLOADING OF ANY MATERIAL IN CONNECTION WITH THIS COMPETITION; OR (V) ANY OTHER CONDITION THAT MAY CAUSE THE COMPETITION TO BE DISRUPTED OR CORRUPTED. XTRACT RESERVES THE RIGHT, IN ITS SOLE DISCRETION AND WITHOUT PRIOR NOTICE, TO SUSPEND OR CANCEL THE COMPETITION OR ALTER THE RULES FOR ANY REASON, INCLUDING, BUT NOT LIMITED TO, IF AT ANY TIME A COMPUTER VIRUS, TECHNICAL PROBLEM, OR OTHER UNFORESEEABLE EVENT ALTERS OR CORRUPTS THE ADMINISTRATION OF THE COMPETITION. Release: BY ENTERING THE COMPETITION, EACH PARTICIPANT RELEASES AND AGREES TO INDEMNIFY AND HOLD HARMLESS XTRACT AND ITS PARENT COMPANIES, SUBSIDIARIES, AFFILIATES, DIRECTORS, OFFICERS, EMPLOYEES, PARTNERS AND AGENTS FROM ANY LIABILITY WHATSOEVER FOR ANY CLAIMS, COSTS, LOSSES, OR DAMAGES OF ANY KIND (INCLUDING, WITHOUT LIMITATION, THOSE RELATED TO PERSONAL INJURY, DEATH, DAMAGE TO PROPERTY, INFRINGEMENT OF PROPRIETARY RIGHTS, RIGHTS OF PUBLICITY OR PRIVACY OR DEFAMATION) ARISING OUT OF OR IN CONNECTION WITH: (I) THE ENTRY SUBMITTED BY PARTICIPANT; (II) ENTERING AND PARTICIPATING IN THE COMPETITION; AND/OR (III) ACCEPTING OR USING ANY PRIZE. HOWEVER NOTHING IN THESE OFFICIAL RULES SHALL LIMIT SPONSOR'S LIABILITY UNDER ANY CATEGORY OF LIABILITY WHICH UNDER THE LAW OF AN PARTICIPANT'S JURISDICTION CANNOT LAWFULLY BE LIMITED. Governing Law: The Competition and the rights and obligations of Xtract and participants will be governed by and controlled by the laws of the Finland, applicable to contracts made and performed therein without reference to the applicable choice of law provisions. All actions, proceedings or litigation relating hereto will be instituted and prosecuted solely within Finland. The parties consent to the jurisdiction of the District Court of Helsinki with respect to any action, dispute or other matter pertaining to or arising out of the Competition. USE OF PARTICIPANTS’ PERSONAL DATA Xtract uses the personal data collected from the participants only for the purposes of the competition and for notifying the winners. Participants’ personal data is not used for other purposes, and the data is not disclosed nor transferred to any third parties. Sponsor: Sponsor of the Competition is Xtract Oy ("Xtract"), hitsaajankatu 22, FIN-00810, Helsinki, Finland. All questions regarding the Competition should be directed by e-mail to competition2008-info@xtract.com. see http://www.xtract.com/competition2008