How Yates got it right

Id like to direct you to the latest and greatest campaign: Growing veggies.  Yes, Veggies.  Yates have done very well in sparking a competitive spirit nationwide.  Theyve integrated a competition into their website for the chance to win $4000.  What really is spurring me on to enter?  The fact that OTHERS are in the race too. If you scroll down to the lower half of the website, it shows live feeds on which state of Australia is leading. This type of approach creates a buzz! It makes the site feel alive and current.  Like the competition must be entered into.  How I came across this site was though a facebook ad asking me to enter a competition. Clever participatory marketing without doing the obvious Sell! Sell! Sell!