When Intel wanted to reinvent the home phone, it asked social media how to do so. This was no survey – unless that survey was jacked on steroids and energy drink.

Intel launched an idea contest with Bulbstorm. Consumer ideas – complete with photos and video – flowed into the contest app in real time. Fans voted and commented. And Intel observed how product ideas held up to peer scrutiny.

The result? Valuable market research, plus a fan base with ownership stake in a product that would soon hit shelves.