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c h a p t e r 4 : ╇ T he S ocial B usiness E cosystem╇ ■100

Figure€4.5╇â•T‰ he Department of Fannovation
Curation occurs through a simple voting process. See an idea you like? Vote it

up. See one you don’t? Vote it down. Over time the best ideas—from the perspective
of the fans—rise to the top. Bringing fans into the formal content creation process is
always intriguing in settings like NCAA athletics. Mitsubishi tapped this in the release
of “The Great Driving Challenge,” a automotive launch program that let people choose
bloggers/photographers to drive around India and document their passion for driving
and exploration. The Royal Challengers Bangalore—a leading India cricket club—
tapped the same technique in creating its fan bloggers, photographers and club histo-
rians. (Disclosure: 2020 Social, the firm I work with in India, is associated with the
Royal Challengers project.)