An online video company had a dilemma. They wanted to grow into new channels to get their videos seen by others, but yet did not have enough content to do it. Crowdsourcing would work. But instead of just asking or putting it in a contest, we went a bit further. We sold the content and placement as if it were premium. Then we negotiated a deal that if they did advertising through this channel, the company would also get a cut of all advertising. We even encouraged advertising and helped to create partnerships where we could.
The end result was a new channel, purchased space similar to network TV, and increased partnerships and revenues through advertising.