I read somewhere that one of the key success factors for online startups is engaging the users. This was the case for Flickr. When Flickr started, every new joining member would receive a personal welcome from the Flickr staff. This (along with other factors) created a stronger sense of community and belonging to that site, and was one of the elements of its success.
I think this is still true today. Anyone can whip up a web application in a matter of days, creating a differentiating experience is a bit more tricky and definitely needed. I think this is even more important for many of the Arabian online startups that are providing services that are essentially the same (or highly similar) to American and global ones. In this scenario, you definitely need an incentive to attract people to your application. You simply can not offer the same exact services, and nothing more, and yet expect people to flock to your app.
The folks at Ikbis seem to believe in this as well. So far they have launched a bunch of competitions (the Ramadan one, the airplane one, the singing one), and now, they have launched their own comedy/variety show (called Ground Zero). …. it’s not all sweet-&-dandy .. they have their issues but that’s another story 
Anyway, Ground Zero is quick weekly show that has 3 segments: Doblage (Film Dubbing), Lost in Translation, and new movie releases. It is a quick weekly refresher from your hectic life, so go ahead, give it a try 
Here are the 2 published episodes so far:
