Tongal is a platform for content creation, used by studios, brands and talent worldwide. Founded in New York City in 2009," Tongal is now based in Santa Monica, California. The company maintains an online platform that connects businesses in need of creative work with an online community of writers, directors, and production companies. Tongal contributors earn money when their pitches are greenlit by clients. Tongal's original methodology for completing projects allows anyone to contribute at any of the steps along the way — from ideation through the production of content. Tongal's creative community creates TV commercials, original content, digital advertising, and instructional videos. Beyond projects for organizations such as

Sundance A Sun Dance is a Native American ceremony. Sun dance or Sundance may also refer to: Places ;Canada *Sundance, Calgary, Alberta, a neighbourhood *Sundance, Manitoba, a ghost town ;United States * Sundance, New Mexico, a census-designated place ...

, Tongal's other clients have included

LEGO Lego ( , ; stylized as LEGO) is a line of plastic construction toys that are manufactured by The Lego Group, a privately held company based in Billund, Denmark. The company's flagship product, Lego, consists of variously colored interlocking ...

, Mattel, Procter & Gamble, Unilever,

Johnson & Johnson Johnson & Johnson (J&J) is an American multinational corporation founded in 1886 that develops medical devices, pharmaceuticals, and consumer packaged goods. Its common stock is a component of the Dow Jones Industrial Average and the company i ...

and NASA.

History

Founding and business model (2007-2009)

Tongal was founded by

James DeJulio James is a common English language surname and given name: * James (name), the typically masculine first name James * James (surname), various people with the last name James James or James City may also refer to: People * King James (disambigua ...

, Rob Salvatore, and Mark Burrell, who first began developing the business model after a conversation in June 2007. Initially formed in 2009 "in a New York hotel room," Tongal went live and launched its first video project, related to Comedy.com, on May 20, 2009. Tongal hired its first employee in October 2009, and two months later the community had 1,000 members. As a crowdsourcing company for creative work, Tongal states that its mission is to "bring the world's creative work to the world's creative talent." The founders selected the name Tongal as an

anagram An anagram is a word or phrase formed by rearranging the letters of a different word or phrase, typically using all the original letters exactly once. For example, the word ''anagram'' itself can be rearranged into ''nag a ram'', also the word ...

of "Galton," referring to the social scientist Sir Francis Galton. He had been highlighted in James Surowiecki's novel '' The Wisdom of Crowds'', which posits that a diverse collection of people is likely to make certain decisions and predictions better than individuals or even experts. The opening anecdote relates Galton's surprise when a crowd at market tried to guess the weight of an ox, and their averaged guesses proved accurate. The story would inspire Tongal's ox logo.

Early growth (2010-2013)

The "pitch phase" of Tongal debuted on March 16, 2010, and marked the first "tournament style" project for the company. In September 2010, the company was named to the PepsiCo10 for being one of "the 10 most innovative start ups in social media." Among other projects, in August 2011 the Tongal video "Stuck on Duck Video Project" by David Brashear went

viral Viral means "relating to viruses" (small infectious agents). Viral may also refer to: Viral behavior, or virality Memetic behavior likened that of a virus, for example: * Viral marketing, the use of existing social networks to spread a marke ...

, and for a time was the tenth most viewed video on Vimeo. In early 2012, the company launched its 100th project and shortly after, in February 2012 Tongal began a long-term partnership with

. The following month Tongal began working with

Pringles Pringles is an American brand of stackable potato-based crisps. Originally sold by Procter & Gamble (P&G) in 1968 and marketed as "Pringle's Newfangled Potato Chips", the brand was sold in 2012 to the current owner, Kellogg's. As of 2011, Pri ...

and P&G, and in April 2012 Tongal relocated to

Marina del Rey Marina del Rey (Spanish for "Marina of the King") is an unincorporated seaside community in Los Angeles County, California, with an eponymous harbor that is a major boating and water recreation destination of the greater Los Angeles area. The p ...

in Santa Monica, California. In December 2012, Tongal raised funds from

Insight Venture Partners Insight Partners (previously Insight Venture Partners) is an American venture capital and private equity firm based in New York City. The firm invests in growth-stage technology, software and Internet businesses. History Insight Partners was fo ...

. Tongal notably aired a

Speed Stick Speed Stick is an American brand of deodorant/antiperspirant produced by multinational healthcare company Colgate-Palmolive. It was formerly known as "Mennen Speed Stick" prior to Colgate-Palmolive's purchase of The Mennen Company. Currently, th ...

commercial on February 3, 2013 during the

Super Bowl The Super Bowl is the annual final playoff game of the National Football League (NFL) to determine the league champion. It has served as the final game of every NFL season since 1966, replacing the NFL Championship Game. Since 2022, the game ...

. Titled "Unattended Laundry" and a part of Speed Stick's "Handle It Campaign," it was listed at No. 12 on a ranking of the top 2013 Super Bowl ads by

The Kellogg School of Management The Kellogg School of Management at Northwestern University (also known as Kellogg) is the business school of Northwestern University, a private research university in Evanston, Illinois. Founded in 1908, Kellogg is one of the oldest and most p ...

. On May 4, 2013, Tongal opened a new headquarters in Santa Monica. In October 2013, a Tongal office was opened in the United Kingdom. A New York City office opened in January 2014.

Recent developments (2014-2015)

Tongal was listed 205th in the

Inc 500 ''Inc.'' is an American business magazine founded in 1979 and based in New York City. The magazine publishes six issues per year, along with surrounding online and social media content. The magazine also produces several live and virtual events y ...

for 2014, which lists the fastest growing companies in the United States. It also won a Gold Medal at the 2014 Edison Awards for Collaboration and Knowledge Management. As of 2014, Tongal handled approximately 200 projects annually. From 2010 to 2015, Tongal's revenue had doubled five times. Tongal first held the Tongies, an awards ceremony for Tongal community members, in April 2014. As of 2015, Tongal has a global community of more than 70,000 writers, directors and filmmakers in 140+ countries. In 2015, it had seven films in the

Sundance Film Festival The Sundance Film Festival (formerly Utah/US Film Festival, then US Film and Video Festival) is an annual film festival organized by the Sundance Institute. It is the largest independent film festival in the United States, with more than 46,66 ...

, and 41 of its 70,000 workers earned salaries of over six figures.

Platform and process

Tongal projects are open to anyone with a good idea and any filmmakers with the experience to execute it. Typically, each project is posted onto the website and broken up into three phases — "idea," "pitch" and "video," with all stages allowing contribution from anyone. *Idea Phase: In this phase, a business or entity posts a project to Tongal, with a total amount of prize money to be awarded over several phrases. The community then generates ideas with short descriptions, leaving often thousand of ideas for the business to choose from. Finalists typically win a portion of the money, even if their idea is not the final selection. *Pitch Phase: In the next phase, which is intended for community members with a degree of technical skill, directors and production companies pitch production aspects of the winning ideas, for example storyboards and scripts. As of 2015, Tongal states it receives about 50 pitches per project. *Video Phase: After the business selects the production winner and awards money, shooting begins on several projects, with work also put into soundtracks and other aspects of production. From those finished videos, the business selects the winners and distributes the rest of the prize money, with some often relegated for runner-up videos and third-place videos.

Notable projects

Ads and commercial work

Tongal's clients have included large companies such as Facebook, Volvo Cars

, Mattel, Procter & Gamble, Unilever,

and NASA, with videos often developed for particular brands and subsidiaries. An example of Tongal's crowdsourcing approach for ads can be seen with

Duck Products AG & Co. KGaA, commonly known as Henkel, is a German multinational chemical and consumer goods company headquartered in Düsseldorf, Germany. It is active in both the consumer and industrial sectors. Founded in 1876, the DAX company is organi ...

' 2011 "Stuck On Duck Video Project", which featured

Jay Maynard Jay Maynard (born July 27, 1960) is an American computer programmer, system administrator and the volunteer project maintainer for Hercules, a free emulator of IBM mainframe hardware. He is known for his self-made electroluminescent costume ba ...

aka Tron Guy. The video, which advertises a brand of ducktape, was featured in '' Wired Magazine'' as a "genius idea," and doesn't use any special effects. An early example of Tongal's work is a video under the demo section of Kiva's French website. Tongal was used to source the video, which serves to "explain the process and clarify what we're doing and what our mission is." In late 2012 Tongal did its first Spanish language project for Suavitel, and also by that time the company had worked with Pepsi on short video pieces about Brisk Tea, with Tongal facilitating a contest for the best film pitches. Tongal has also done video for the Care Bears and

Strawberry Shortcake Strawberry shortcake may refer to: * Strawberry shortcake (dessert), a shortcake served with strawberries * "Strawberry Shortcake, Huckleberry Pie," a song published in 1956; a version by The Brother Sisters was released by Mercury Records in 196 ...

franchises through American Greetings Properties.

Lucasfilm Lucasfilm Ltd. LLC is an American film and television production company and a subsidiary of Walt Disney Studios, which is a business segment of The Walt Disney Company. The studio is best known for creating and producing the ''Star Wars'' and ' ...

and

also jointly commissioned Tongal for a commercial, with a total of $75,000 in prize money distributed to seven finalists. In 2012 a Tongal ad for

was featured during the live broadcast of the

Music videos and popular music

Bands such as The Who and Umphrey's McGee have had music video contests through Tongal, as well as Bob Marley's estate for a 2014 fan-made video of "

One Love/People Get Ready "One Love" is a ska song by Bob Marley's original group The Wailers from their 1965 debut studio album ''The Wailing Wailers''. It was rerecorded as part of the 1970 medley "All in One", which contained reggae reworkings of their early ska son ...

." To promote the 2011 Beach Boys box set '' The Smile Sessions'', music video concepts for " Good Vibrations" and " Heroes and Villains" were submitted through Tongal, with the concepts then voted on and ultimately selected by other fans. A similar project was undertaken in 2013 for the Beach Boys box set '' Made in California'', with fans contributing via Tongal to the production of a music video for the previously unreleased track " California Feelin'." Tongal users were also given a chance to submit a lead guitar track for "Going to the Beach," with the winner's performance mixed into the song by Mark Linett and

Alan Boyd Alan Boyd is an American musician, sound engineer, record producer, and filmmaker who is best known for his work with the Beach Boys. Since the 1980s, he has been an archive manager for the band's Brother Records. Since 2000, he has worked alongs ...

. In April 2014,

Gene Simmons Gene Simmons (born Chaim Witz; he, חיים ויץ, ; born August 25, 1949) is an Israeli-American musician. Also known by his stage persona The Demon, he is the bassist and co-lead singer of Kiss, the hard rock band he co-founded with Paul ...

launched a Tongal project to celebrate the 40th anniversary of Kiss. The project was part of a new Tongal service titled Left Field, which utilizes social media and short project descriptions.

Fiction film and documentaries

Tongal has also had several projects to create original content. Tongal teamed up with Sundance Institute and the

Bill & Melinda Gates Foundation The Bill & Melinda Gates Foundation (BMGF), a merging of the William H. Gates Foundation and the Gates Learning Foundation, is an American private foundation founded by Bill Gates and Melinda French Gates. Based in Seattle, Washington, it was l ...

to create "unique, compelling, and personal short films exploring an empowering person or an optimistic story about individuals and communities who are overcoming poverty and hunger, combating disease, or improving health." The winners each received $10,000 and their films premiered at 2015

. Tongal has also partnered with Lionsgate, Women in Film (WIF), and the author of the '' Twilight'' books Stephenie Meyer to create short films set in the ''Twilight'' universe in 2014. Other projects involved

Spitfire Pictures The Supermarine Spitfire is a British single-seat fighter aircraft used by the Royal Air Force and other Allied countries before, during, and after World War II. Many variants of the Spitfire were built, from the Mk 1 to the Rolls-Royce Griff ...

. DirecTV announced it was partnering with Tongal on ''The Next Great American Documentary'' in 2015, a 60-minute film meant to air in 2015 on DirecTV’s

Audience Network Audience Network (also known as Audience from 2016 until 2020) was an American pay television channel that was owned by AT&T. It featured a mix of original and acquired series, specials, and feature films. The network operated as a commercial-fre ...

channel. The project started with a subject phase open to anyone 13 years or older in the United States, and has a $50,000 budget production budget.

The Tongies

:''A Tongie award is not to be confused with Tongie, a Shetland sea spirit The Tongies is an annual awards ceremony put on by Tongal since 2014. The purpose of the Tongies is to recognize the Tongal community by awarding work done on Tongal during the previous calendar year. Work is nominated by the Tongies Nominating Committee, with the nominated material then posted online for the community to vote on. The various category winners are awarded a Tongie, a metal statuette fashioned as a head with a half-smile, half-frown and a lightning bolt on top. The first Tongies awards ceremony was held April 2, 2014 at the

El Rey Theater The El Rey Theatre is a live music venue in the Miracle Mile area of the Mid-Wilshire region in Los Angeles, California. This art deco building was designed by Clifford A. Balch (who designed over twenty classic art deco movie theatres around ...

in Los Angeles. Thirteen Tongies were awarded, with categories such as Best Comedy, Best Broadcast Spot, Best Animation and Video of The Year. KISS frontman

and The Pointer Sisters performed, with Simmons awarding the Best Original Song category. The second annual Tongies was held March 5, 2015 at the Avalon Theater in

Hollywood Hollywood usually refers to: * Hollywood, Los Angeles, a neighborhood in California * Hollywood, a metonym for the cinema of the United States Hollywood may also refer to: Places United States * Hollywood District (disambiguation) * Hollywood, ...

Awards and nominations

References

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Harvard Business School Harvard Business School (HBS) is the graduate business school of Harvard University, a private research university in Boston, Massachusetts. It is consistently ranked among the top business schools in the world and offers a large full-time MBA p ...

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Indiewire.com IndieWire (sometimes stylized as indieWIRE or Indiewire) is a film industry and review website that was established in 1996. The site's focus was predominantly independent film, although its coverage has grown to "to include all aspects of Holly ...

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Brand Innovators A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...

, date =April 3, 2014 , accessdate = 2015-07-11 {{cite web, title=Kiva En Francais , accessdate=2011-10-27 , url=http://kivaenfrancais.org/ , url-status=dead, archiveurl=https://web.archive.org/web/20111001220223/http://kivaenfrancais.org/ , archivedate=October 1, 2011 {{cite news , title =Could Care Bears and Strawberry Shortcake Be Next Video Stars? , first =Minda , last =Smiley , url =http://adage.com/article/digital/tongal-helps-promote-care-bears-strawberry-shortcake/295173/ , newspaper =

Adage An adage (; Latin: adagium) is a memorable and usually philosophical aphorism that communicates an important truth derived from experience, custom, or both, and that many people consider true and credible because of its longeval tradition, i.e. ...

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Bloomberg Business ''Bloomberg Businessweek'', previously known as ''BusinessWeek'', is an American weekly business magazine published fifty times a year. Since 2009, the magazine is owned by New York City-based Bloomberg L.P. The magazine debuted in New York City ...

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Billboard A billboard (also called a hoarding in the UK and many other parts of the world) is a large outdoor advertising structure (a billing board), typically found in high-traffic areas such as alongside busy roads. Billboards present large advertise ...

, publisher = , date =December 4, 2014 , accessdate = 2015-05-15 {{cite news , title =Meet the Microworkers , first =Rachael , last =King , url =https://www.bloomberg.com/bw/stories/2011-02-01/meet-the-microworkersbusinessweek-business-news-stock-market-and-financial-advice , newspaper = Bloomberg , publisher = , date =February 1, 2011 , accessdate = 2015-05-15

External links

Tongal.com
Crowdsourcing Business services companies established in 2009 Companies based in Santa Monica, California Film production companies of the United States Video production companies Technology companies established in 2009 2009 establishments in New York City