BILD also awards specific picture orders (so-called missions) to the 1414 reporters to, for example, capture the best photo of a soccer stadium or the snapshot of a star to participate in a photo competition. The photographer can win a digital trophy or prize money.
The idea is not all new; Scoopshot offers a similar service since quite some time for publishing houses to practice crowdsourcing.
Interview with Scoopshot CEO Niko Ruokosuo
Article: coffee cups to order