Financial Times turns to crowd-sourcing for digital ideas

The Financial Times is the latest brand to turn to crowdsourcing to seek creative marketing ideas.

A brief has launched today on the Idea Bounty platform requesting marketing ideas to increase the number of subscriptions to FT.com with a prize of $5,000 up for grabs.

The Idea Bounty platform was recently used by Unilever to source creative ideas for Peperami, at the expense of long-time ad agency Lowe, with two eventual winners scooping $10,000 and $5,000 respectively.

South Africa-based Idea Bounty has over 11,500 registered participants and has hosted ten successful briefs since it launched in November 2008.

First National Bank, Levi’s and BMW have all worked with the platform to solicit marketing and advertising ideas from a diverse group of members based in over 20 different countries.

The newspaper says in its brief that entrants should “create an digital idea to drive new subscriptions to FT.com that is completely measurable – in other words the Idea has to be able to account for every person it converts to a subscriber”. The deadline for ideas is 25 July..

It is not yet known how this move might affect the newspaper’s relationship with existing agencies.

This story first appeared on pitch

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