But Facebook didn’t just add ease of use to contests, it totally changed the motivation behind entering them. Nowadays, the prize seems secondary. The main appeal of Facebook contests is to communicate something about yourself.
These four highlighted contest campaigns illustrate this. In each case, users get more out the program than a gift certificate or whatever the nominal prize is: They also get a forum to define themselves to like-minded people. Maybe the best prize you can offer these days is bragging rights.