Internet Question: Is crowdsourcing a possible marketing tool?

Some trivia for starters: In the UK, Unilever is offering 10,000 pounds in a competition to find ideas for its next TV campaign for snack food brand Peperami.What does that mean for its creative agency Lowe? Trouble. In that market, Unilever has already dropped hints that it doesn't need Lowe. According to reports, consumers have been more than keen to participate in this campaign.