We had no rules whatsoever growing up other than 'treat everyone else the way you would wish to be treated yourself and if you don't then expect that there will be a natural consequence to that', which actually meant despite the lack of rules we were brought up quite strictly, but we chose the level of strictness ourselves by our own actions.
My Father would have invented something similar to this in that scenario, and I don't think that's unreasonable at all, but he would never have dreamed of humiliating a child by posting it online and doing the whole 'look at me look at me, yay I'm a parenting God' video thing. THAT is what's distasteful about this, not the mile run to school, it makes the father come off as a bully who is using his child to make himself look tough or good, and possibly why the child bullies in the first place.