Campbell's is running a very cool campaign called Hack The Kitchen, for which they've developed a full-fledged recipe searching API that pulls data from their Campbell's Kitchen repository.

This is your opportunity to revolutionize dinners everywhere: Develop a breakout idea based on the Campbell's Kitchen API that helps people decide: what’s for dinner tonight?

After seeing all the ideas, we’ll choose up to thirty semi-finalists and give them our API for three weeks to bring their ideas to life.

Up to ten finalists will then be invited to present their projects at Google’s HQ in NYC to compete for the championship and launch their ideas into the world.

It's a fantastic concept, and the API looks genuinely useful. Not only is the contest itself a great marketing opportunity, it's setting Campbell's up for ongoing exposure through the apps that are developed.

But, having said how cool this is from a marketing perspective, it's time for the disclaimer—and it's a big one. The moment you get past the initial idea and into the details, things really start to fall apart from an innovation perspective. Firstly, as you probably noticed, the API is not being opened up to the public—only to the contest semi-finalists. That severely limits the amount of innovation that will happen, and the amount of exposure the company will get as a result—it also limits the number of developers that will even want to participate. Unfortunately, Campbell's reason for this is clear: they intend to take total ownership of anything that comes out of this campaign.

In fact, they are so concerned about this that the fine print states the cash prizes ($25,000 plus a development contract for the winner, $10,000 to runners up) are not prizes at all—they are a fee for your work:

*Paid by Cambell for ownership of all ideas, concepts, code and intellectual property.

Setting aside the fact that you cannot own an "idea", this just stinks. On the one hand, it's not uncommon for creative contests to take ownership of submissions (though that's hardly universal), but it is the complete antithesis of what appears to be the spirit of this campaign: hacking and innovation. This is actually a big problem with corporate-run hackathons and coding contests, which frequently demand total ownership at the end. No smart developer with a truly great app idea would give it away for $25,000 for the copyright plus another $25,000 to build it—a popular app with a long tail can be worth way, way more than that.

There's nothing wrong with Campbell's trying to get an official app or two out of this—but when you look closely, the people who are submitting these ideas don't seem to be getting much in return. They want everyone to submit their best ideas for free, then they want 30 people to actually build those ideas—then Campbell's will plunk down $10k to take total ownership of any that "could be developed by Campbell in the future" (thus stopping all those runners-up from moving forward with their apps independently, and presumably cutting off their API access) and toss $50k to one developer to make their app market-ready. The winner gets an okay deal, while the runners-up pretty much get screwed.

So, for the next time Campbell's or another company tries a genuinely cool and innovative idea like this, I suggest a few tweaks to make the execution less distasteful. Firstly, open the API up to everyone, and leave it open; have sensible limitations like any public API, but let people build what they want. Secondly, give away modest but genuine prizes with no strings, while offering a bounty for ideas that you want to own without making that rights transfer a requirement of the contest. Thirdly, promote the submitted apps in a public gallery, and encourage all developers to move forward with building, deploying and marketing their apps—you'll get a hell of a lot more exposure, and you might even find your API becoming the de facto standard for such development.

In the mean time, to anyone eyeing the contest while an idea ferments in their brain, I suggest letting the Friday deadline for submissions lapse, and looking into some of the free and open recipe APIs to power your app.

What happened next though was incredibly exciting. A bunch of superfans in Folkestone decided that they were going to make it happen. As one fan said, "Most bands don't come to this part of Kent, they tend to stop at London." They got super proactive and started to email all their friends and even petitioned the local radio station and newspaper. It exploded and went completely viral in a matter of hours through fan to fan word of mouth marketing, Hot Chip sold out. Check out the sales curve of pledges for the show, the huge viral spike is when fans started to self-organise.

Some interesting things we learned:
- 70% of the people who pledged had never seen Hot Chip before. Detour is really creating new fan to artist connections.
- 66% of the attendees found out about the show through their friends (The rest from Songkick and Hot Chip)
- 1 (amazing) fan emailed over 2000 people they knew to try and spread the word.

I think the thing that really blew me away was the level of self-organisation amongst fans. In a world where half the music industry is still focused on complaining about file sharing, people often forget that fan is short for fanatic. Hot Chip's fans are incredibly passionate about them and figured out a way to self-organise to make this show happen

• BioCurious and Assay Depot have a opened up a challenge asking for testable hypotheses and research plans that could be tested at a community laboratory or posted on Assay Depot's online marketplace for scientific research. A 1-2 page proposal is due by April 15th, 2012, and winners will be selected in May. [url]
• The American Chemistry Council recently stopped accepting submissions for videos that explain how chemistry can help create energy solutions. Science geeks might want to make friends with more videographers for other contests like this... [url]
• The YouTube Space Lab was looking for some suggestions for space experiments to be done on the International Space Station. The winners will be announced on Feb 21st, and the experiments will be streamed on YouTube when they're performed. [url]
• To discover more interesting science-related stuff, check out what's currently floating around the StumbleUpon universe. [url]  

• Don Gorske has claimed the title of having eaten the most Big Macs in a lifetime -- with over 25,000 consumed over 39 years. So as long as you don't supersize your order... [url]
• The 24th Annual National Rube Goldberg Machine Contest was won by a contraption called "The Time Machine" -- which used 244 steps to re-create the universe from the big bang until the 2012 apocalypse. Surely, though, the record could be broken by daisy-chaining together all the entries... [url]
• The Best Illusion of the Year Contest has named its top ten finalists for 2011. But it's hard to see which one is the best. [url]
• To find some other online challenges and games, check out what StumbleUpon has found to play. [url]  

Every generation has perceived the limits to growth that finite resources and undesirable side effects would pose if no new recipes or ideas were discovered. And every generation has underestimated the potential for finding new recipes and ideas. We consistently fail to grasp how many ideas remain to be discovered. The difficulty is the same one we have with compounding: possibilities do not merely add up; they multiply.