Why does this contest offer a twist? Well, actually it has a few twists. Firstly, you won't win anything tangeable. No cash, no prizes, not a thing you can put your hands on! However, the winner of this contest will gain something that could be far more lucrative: Notoriety. Imagine the revenue that could be brought in should you rank highly for the term? The aim is to advertise this offline, newpapers, radio etc. Secondly, it has all been done before. Seraphim Proudleduck was one of the early SEO contests. It had a decent take up, and was eventually won by a popular blog. You aren't competing merely against other competitors, you are competing in a real world environment where SERPS have existed for many years, although the search term is such that you won't be putting anyone out of business by trying to knock pre-existing websites off the top positions. Lastly, this is an ethical contest. The only stipulations are, no spam, and a backlink to a registered charity.