"Unilever starts crowdsourcing brand ideas"

Here's a post from Ian Lyons' blog about how "Unilever is moving beyond using crowdsourcing for research to actually finding the creative idea. It's a compelling approach - instead of brief being seen by 2-4 "creatives" at an agency, potentially thousands see it on the Ideabounty community".

This seems like a potential avenue for museums in their exhibition, program development and marketing - put an idea out there for people to develop further and give a reward. The Brookylyn Museum did something similar for their Click! A Crowd Curated Exhibition some time ago, but using something like Ideabouty may be more achievable and affordable for museums? Seems also a great way to get new marketing ideas in also.

What do others think?