Saylor URL: http://www.saylor.org/books Saylor.org
crowdsourcing through the newly launched social think tank Idea Bounty
(http://www.ideabounty.com). In contrast to the traditional agency model in which creative output
is paid for in accordance with the amount of resources assigned to the project, Idea Bounty opens up
advertising briefs to the global community, allowing anyone, anywhere, to come up with the most
creative solution. Brands then pay for the idea that they like the best, though if no idea is up to
scratch, they don’t pay at all.
Figure 8.7
Source: Used by permission from Idea Bounty.
In the case of FNB, a $2,500 bounty was offered for the best idea to promote the use of online
banking to its Premier Banking clients. The campaign was promoted through a number of on- and
offline channels, with a heavy emphasis on social media. This holistic approach meant that FNB
promoted its involvement through discussions on its fan page and through channels such as Twitter,
with the support of the Idea Bounty team, who used their blog, Facebook, and Twitter to drive
conversation around this creative strategy.
While FNB’s involvement in this project was brave, it was also very enlightened. The response was
phenomenal. While the FNB brief was live, over eight hundred creative individuals registered on the
Idea Bounty site. Out of these, 130 ideas were submitted in response to the brief. During the
campaign, the site was visited over seven thousand times, and the online community was kept very
