Ever wondered how the giants get their marketing ideas? If you follow Sony's lead, it's by asking your customers.
According to FHM's email newsletter, Sony has launched "The Big What Adventure", which asks UK users of Sony's gaming products to suggest future marketing ideas.
Spawned by advertising agency TBWA London, the mass market request to "submit ideas for real briefs" with the promise of a "reward" that consists of - well, nothing - hasn't gone over well with the gaming community.
Private Eye Magazine described the initiative as "an attempt to get the public to do TBWA's work for them" - but as executive planning director Neil Houston told Games Industry, "Thebigwhatadventure.com is an experiment in open source creativity - nothing more, nothing less."
"More and more creative ideas and campaigns are non traditional in their form, often relying on what we would conventionally call 'consumers' to at the least participate in - and often construct - the campaign itself."
"Learning how to collaborate and create with people outside of the conventional realms of the advertising community is something that we think is important."
