Incentivized CGM?

One of the challenges that marketers face with CGM content is the loss of control over the message. Several companies have created campaigns around viewer-created content, or VC2 (another term for CGM) in an attempt to gain more control.

Nike ran a successful promotion to introduce a new ad campaign for the Converse brand. They collected over 1800 24-second film submissions from consumers and used over 40 of them in an ad campaign. According to reports, the winning submitters were paid up to $10,000.

There is much debate however, if this type of media is actually CGM. Creating this type of campaign takes the control of the message from the consumer and puts in in the hands of the advertiser.

How far can advertisers go to control CGM before it is no longer considered CGM?