Heineken design comp issues

I was reading the rules for the Heineken design challenge.
The aim of it sounds lovely and it is very laudable, however I can’t help but think that social media is making a travesty of design competitions, as the rules suggest you should rally your “contacts” for votes, which means that in the end of the day, the blogger or twitter(er?) with a million users who asks for votes for his doodle might well have more weight than the innovative idea from an unknown designer.
This might suggest that Heineken is more interested in stirring the blogs for free advertising rather than looking for tuly innovative ideas? Maybe it is an old fashioned way of lookign at this, am I missing a point?