Building community through contests: Boar's Head gets it right

Creating contests using social media oftentimes seems like the easy way out. Yes, contests are low-hanging fruit in  many cases, but thoughtful contests that incorporate a great deal of engagement can make lasting impressions, cultivate brand ambassadors and benefit everyone who gets involved.

I just read about a new contest being launched by  Boar's Head that will seemingly do all of the above. It's more than a 'create a recipe with our product and you could win' contest. It goes a bit...