Not a new idea by any stretch, but with multiple ways of entering that reflect how people communicate today: you can enter via text or Twitter or Instagram or by responding to a social post or simply by registering on the contest site.
Couldn't be easier. We shall see what they come up with.
One of my fav ideas ever created via crowd sourcing was Sticky Toffee Pudding for Haagen-Dazs back in the day. It happened to be invented by a colleague at the time. It was fabulous.
Maybe this new Oreo will take the cake. Or the cookie. Or the ice cream.
What's your experience? JIM.