A Company Doing It Right: Scotch Tape

I'm not sure why office supply brands like Sharpie, Post-It, and now Scotch Tape are doing so well online.... they are office supplies after all. Yet here's Scotch Tape doing the Off The Roll Contest which is a tape sculpture contest. What's cooler than tape sculptures?
Here's Why It's So Good:
The contest is something that already happens, Scotch just got in on the action. Street art is huge right now (when isn't it?) and Scotch Tape has created a contest using its product. They didn't ask people to come up with something FOR Scotch Tape like a jingle, product design, or video about why people love Scotch Tape. Instead, they lightly branded a really cool and creative contest.
Their second good idea was to create videos about how to make a tape sculpture using their tape. Notice the LACK of straight up tape commercials... the videos are tailored to the contest.
Social Media Notes:
They have links to their Twitter page, Facebook page, and YouTube right on the site. Plus they have a downloadable poster which is cool because the brand is giving people a way to promote the contest for them. Lots of companies screw this up. If you want people to promote your contest then you have to give them the collateral to do so (posters, images, text, etc.).
The only minus points are that the Facebook is covered in really boring tape packaging images... they should add more examples of the Tape sculptures (I couldn't even find a good one for this post).