This is bloody genius. I don't know if there is remotely a downside. And, it could be a lot of fun.
"Here is a very good idea : ask the crowd to create your logo, your member recruitment campaign or even your new ad big idea… and if you don’t get good creation, at least you’ll have done some buzz around your brand." Via Brice
Successful memes need to be win-win, otherwise, there is a memesphere that is plenty happy to shut memes down
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