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Even though I'm sure they are fully aware that most of those people will unsubscribe once it's over. Heck, may even the winner would, too.
But that's most, not all.
Still, if his other videos were good, but he wasn't getting must 'traffic', then this would help. If he videos suck (no offense?), he will lose the subscribers he got from this.
Is there a better strategy? You could, like, go on a TV show and spend time in a mansion with hot chick that want your brain power to help you both win money, all while showing off your cube skills.
Sounds original, right?