One of the big big pluses of brands using crowdsourcing initiatives is that they can attract global media attention. Australian beer brand XXXX Gold has certainly done that with an inspired piece of marketing genius.
It has bought a 15-acre island on the Southern Great Barrier Reef, Australia, called it XXXX Island and is now asking the crowd to help decide what to put on it.
The grand plan is to turn this sun drenched paradise into a man-haven where men of all ages can chill out for a few days enjoying fresh air, cool beer, garden sheds, fishing and barbies.
Participants are invited to send in ideas of features that should be added to the island, and they can do so via sketches, email or uploading a video of their brainwave. All construction will be environmentally friendly and damaging water sports will not be allowed.
The island officially opens in October 2012, and five winners with the best ideas will win a trip to test them out.