1. A non-transitory computer-readable medium embodying a program executable in a computing device, comprising: code that receives a plurality of messages from a plurality of user devices, wherein individual ones of the plurality of messages include a timestamp representative of a point in time in a media item; code that determines where an event occurred in the media item based at least in part on a clustering of at least a subset of the plurality of messages received from the plurality of user devices; and code that awards an amount of points to at least a subset of a plurality of users, the amount of points being determined based at least in part on the timestamp included in a respective at least one of the plurality of messages and the clustering of the at least a subset of the plurality of messages.