But you've got to act fast because the contest starts today and you only have this weekend to create something awesome.
Hey, it's real-time stuff we're talking here – so it's a real-time contest.
The brief is simple
The challenge is open to advertising and PR folk, coders, students, filmmakers, bedroom mash-up experts, and, well, YOU.
Just choose a trending topic and create a reaction to it in the space of 48 hours.
The team that creates the content with the most hits / likes / retweets wins. In addition, UrgentGenius has "a who's who" (their words) of media folk to appraise the work so even if your creation doesn't win, it could be a "judges favourite." (I'm one of the judges.)
Up for the challenge? Submit your team NOW.
Buzz generated for the winners
The best creations will be included in talks by Urgent Genius founders Jon Burkhart and Grant Hunter at SXSW Saturday March 10 at 11:00
Real-Time Newsjacking & a Cold-Blooded Tweeter
I'll be talking it up at my Newsjacking presentation at SXSW too on Friday March 9 at 2:00
Newsjacking: How to Inject your Ideas
Last years' Urgent Genius Weekender resulted in content featured everywhere from PerezHilton.com to Rolling Stone, the Guardian, Empire and MTV with the best stuff gathering more than 2 million cumulative hits.