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This involves responding to any product or service-related innovation issues and calling on the creative community to look for a talented newcomer.
The participants post their creative ideas and they can participate several times. The creative ideas are visible to the public, although the challenge can also be confidential.
Internet users vote for their favourite creative idea(s), provided that the challenge is open to the public. This is a good indicator as it can help you to find out which is the most popular.
There are two winners - the public’s choice (the creative person who got the most votes) and the judge’s choice (the brand’s own favourite).
Statistics and trend analysis are submitted to the company - this is a useful tool which can help to guide its choices and strategy.