I think it would be really cool if Theory11 got to do something that would bring people out of their comfort zone. Take all the magicians and try to challenge them to make their own flourish and create a cool video along with it. Then take all of the cardists and challenge them to make a performance video. That way magicians are challenged with the video film making and the creative buzz of creating cardistry, and cardists hone their skills to create a magic trick.
Another idea would be to kind of do the how many jelly beans in the jar kind of thing, but with playing cards.
Another idea would be a kind of treasure hunt, like who created Genesis V1 and V2, take the last letter of his first name and... and so on. You could set a timer so the person with the lowest time can win.
Maybe even post a completely new original flourish/magic trick and see who can create the best video and performance with the move.
Theory11 puts out a lot of advertisements. What if some graphic designers competed in a contest to feature their ad on Theory11's Instagram or on the website itself.