Advertising agency TBWA London has defended a new marketing campaign which invites consumers to come up with ideas about how to promote Sony products.
Titled The Big What Adventure, it's billed as "An experiment whose goal is to both seek out and nourish creativity, wherever it may be." The BWA website invites visitors to "submit ideas for real briefs", and come up with concepts for online ad campaigns, TV ads, posters, events and packaging. Products featured on the site include the PlayStation 3 and the SingStar series of games.
The site promises a "reward" for anyone who comes up with an idea which is used. However, as spotted by Private Eye magazine, the site's terms and conditions section reveals that TBWA will own the intellectual property rights to all content submitted, and will be able use it "without payment" to the creator.