This Shycast-IKEA campaign caught my eye this morning. As many of you know, I’m a big believer that the openness of broadband video makes it appealing to lots of companies that can creatively tap its potential.

In this case, startup Shycast is creating contests for big brands to enable customers to submit video in order to win prizes. I like the social media angle here, however, in looking at the site, the part that’s missing to me is the engagement with the IKEA brand. All I can see is an IKEA banner. It might as well be from anyone. The site needs to be infused with the IKEA brand personality to make it really feel like an IKEA contest. Given today is just launch day, I’ll standby and look for improvements.