The direct effect of this phase would be several hundred participants working on new ideas, and maybe several thousand visitors of the initial and final events. Not quite the millions but this is how education works – slowly expanding outreach. Obviously the media coverage and dissemination of results would be vital for multiplication of the effect. It is an important task to build up a resource base of easily disseminated information materials about the competition in general and/or kick-off events and/or finals. Especial care should be taken for media-ready press releases.
It is important to note that during the competition period there is website for constant online interaction of the participants.
Here is one of the initial PREZI presentation for the events.