In April 2009, Hyatt Hotels launched its “The Big Welcome” competition, which gave three grand prizes in each of three different global regions—each grand prize awarded 365 nights and one million frequent-flyer miles—in addition to individual prizes totaling 30,000 free nights. To enter, contestants had only to describe in essay, video, audio or pictorial form how they would use the grand prize. The North American winner, Bill Jolly, pulled out all the stops with a hard-driving rock ’n roll video that included....