Wikipedia is one of the most important sources of encyclopedic knowledge and among the most visited websites on the internet. As a peer-produced knowledge repository, Wikipedia is dependent on its community of contributors. A healthy contributor community and a steady stream of new editors from diverse backgrounds are especially vital for the platform's future in its endeavour of closing knowledge gaps and combating biases and a lack of diversity that Wikipedia suffers from. Edit-a-thons are social activities aiming to improve content and create new articles on Wikipedia with the purpose of recruitment and onboarding of newcomers. Although edit-a-thons have been facilitated and hosted for many years now, little is known how editors experience such events. In this paper, we study editors experience during a virtual edit-a-thon by applying an ethnomethodological perspective. We use a participatory observation to study incidents of motivation and frustration occurring during the collaborative online writing event. Moreover, we use Hofstede's 6D Model of National Culture to explore what influence culture has on participants' actions, expressed feelings and thoughts while interacting with the administrator and with each other. Our findings indicate that the type of motivational factors is very diverse and varies from general motivation to fill in knowledge gaps, in the beginning, to share good resources for citations at later stages of the edit-a-thon. However, participants also experience moments of frustration, especially concerning the usability of the editing interface and when navigating a complex bureaucracy of policies and procedures. Finally, our analysis shows that cultural idiosyncrasies can intensify the frustrating experience of social challenges.CCS Concepts: • Human-centered computing → Wikis; Empirical studies in collaborative and social computing.