Lego Cuusoo: the website that sets the benchmark for crowd-sourcing

It happens several times a week. A brand, likely spurred on by its marketing or design department, announces a crowd-sourcing initiative. Although the press release will claim that said initiative 'empowers' fans and is from the 'open innovation' chapter of the marketer's handbook, it usually amounts to no more than a half-hearted poll on Facebook, asking fans what they think about the brand. The latest is UK cheese producer Wyke Farms, which has invited its 5000 Facebook fans to have their say on a choice of three packaging designs shortlisted by the company.