No, it’s not a competition to see who is the best at imitating sheep. Sorry.
It’s a contest where a person is entered to win a sweepstakes or contest, in exchange for following a social presence account like those you’d find on Twitter or Jaiku. There are several advantages of this to the person entering, which makes the barrier to enter much lower than a more traditional angle, even lower than the JV Giveaway and Join contest.