World Wildlife Fund uses the hive

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[tweetmeme] The hive mind – correctly called collective consciousness and what we call co-creation – can deliver solutions to problems in two ways.

wwf-logo The first is a bit like magic – the rather unglamorous fairground type of magic. ‘Guess the marbles in the jar’ games can be solved with an unnerving degree of accuracy by taking the average (sum of guesses/number of guesses) of all guesses. Odd. But true.

The second hive mind jiggery pokery involves an audience involved in production and consumption in a perpetual loop. The business around which this swirls manufacture and deliver the hive-designed products along with other bits of business housekeeping that generally reduce the friction of designing and consuming. Lego’s create-your-own is the oft cited example. Don Tapscott and Anthony D. Williams of Wikinomics: How Mass Collaboration Changes Everything fame, call this the ‘prosumer’.

It can even delightfully backfire like’s April Fool’s joke Tauntaun sleeping bag.

The World Wildlife Fund wants a bit of this magic dust, and so is teaming up with crowdsource platform (someone needs to fix on a term and USE IT) Idea Bounty to ask creative thinkers around the globe for input on a new marketing campaign to make sustainable living cool.

Idea Bounty is an advertising agency that outsources the creative to 1000’s of people simultaneously. The creative problem solvers request to be involved, which does beg the question why are those that are available are not in gainful employment elsewhere? Perhaps too simplistic a view. But something is certainly afoot: Idea bounty follow the same business model as OpenAd – the self styled World’s biggest creative department.

The World Wildlife Fund are indisputably progressive in their embrace of the four ‘C’s of community, co-creation, customisation, and conversation as evidenced by the third post in Mashable’s Summer of Social Good series on #FindingTheGood (a week of posts dedicated to profiling charitable initiatives using social media).

Social media has played very well into the goals of the World Wildlife Fund providing them with the opportunity to engage supporters and reach new audiences in a way they have not ever been able to in the past, according to Claire Carlton, who is the Social Media Manager for the The WWF’s Climate Policy Campaign.

I see our web site as our home base, the blog as our podium and Facebook, YouTube, Twitter Flickr, and LinkedIn as our mega phone…

said Carlton.

The WWF are doing two of the four things we do well here at The Hunting Dynasty: Marketing Strategy – or how to get a product or service to a market that will buy it; and Product/Service Development – broadly speaking developing what you will market, rather than marketing what you have developed.

However, somewhere behind all this there’s one brilliant mind – that one that decided to use the hive mind.

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One Comment

Daniel says:

July 10, 2009 at 1:48 pm

Thank you for the mention – much appreciated!

I would just like to point out that Idea Bounty is not an advertising agency but a platform from which brand can crowdsource from. We also make a point of not asking for finished work – we are merely looking for the idea that will be the start or base for a finished piece of work. Once the Idea has been bought by a brand it is up to them to choose who executes the idea into a finished bit of work or campaign.

Our 'creatives' people who work in many different professions from graphic designers to programmers and doctors – this we believe is a large part what makes crowdsourcing so attractive, the chance to get people who would not normally be thinking about your problems a chance to do so.

Thank you again for the mention – for more information on Idea Bounty please visit



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