YouTube metrics thus far are impressive -- 1.18 million views of the "Top This TV Challenge" video; 245,000 views of the brand channel and 1,127 subscribers to the brand channel. More than 8,000 commercials were submitted and of these, 6,000 were submitted to the Top This TV Challenge contest and about 4,000 qualified entries into the contest. Qualified commercials have been viewed more than 4 million times. Heinz nixed about 2,000 for various reasons -- length, copyright infringement or for being too risqué.

When site traffic is combined with YouTube numbers, there have been 7.7 million views since the April 16 launch and Heinz said consumers have interacted with the brand for more than 105,000 hours to date (spending time on the website and watching videos).

Although Heinz isn't the first to roll out a consumer-generated ad contest (others have included the Doritos Super Bowl ad contest, a recent make-your-own commercial contest sponsored by Malibu Caribbean rum and more), company executives are thrilled with the response thus far; in fact, Heinz recently announced the launch of the "Top This Take Two" contest, which will kick off in October.

"The YouTube campaign has been successful because it's holistic and engages people about ketchup," said Kells.

YouTube Head of Advertising Sales Suzie Reider summed up the campaign:

"Heinz has shown that they understand how to engage the YouTube community and participate in a way that encourages people to be advocates for their brand," she said. "Heinz is connecting with people on the site in an appealing and unobtrusive way."