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 Santa Monica (; Spanish: ''Santa Mónica'') is a city in Los Angeles County, situated along Santa Monica Bay on California's South Coast. Santa Monica's 2020 U.S. Census population was 93,076. Santa Monica is a popular resort town, owing t ...

. 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, Tongal's other clients have included LEGO,

Mattel Mattel, Inc. ( ) is an American multinational toy manufacturing and entertainment company founded in January 1945 and headquartered in El Segundo, California. The company has presence in 35 countries and territories and sells products in more ...

Procter & Gamble The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio, founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer he ...

Unilever Unilever plc is a British multinational consumer goods company with headquarters in London, England. Unilever products include food, condiments, bottled water, baby food, soft drink, ice cream, instant coffee, cleaning agents, energy dri ...

, Johnson & Johnson and

NASA The National Aeronautics and Space Administration (NASA ) is an independent agencies of the United States government, independent agency of the US federal government responsible for the civil List of government space agencies, space program ...

History

Founding and business model (2007-2009)

Tongal was founded by James DeJulio, 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 of "Galton," referring to the social scientist

Sir Francis Galton Sir Francis Galton, FRS FRAI (; 16 February 1822 – 17 January 1911), was an English Victorian era polymath: a statistician, sociologist, psychologist, anthropologist, tropical explorer, geographer, inventor, meteorologist, prot ...

. He had been highlighted in

James Surowiecki James Michael Surowiecki ( ; born April 30, 1967) is an American journalist. He was a staff writer at ''The New Yorker'', where he wrote a regular column on business and finance called "The Financial Page". Background Surowiecki was born in Meri ...

's novel ''

The Wisdom of Crowds ''The Wisdom of Crowds: Why the Many Are Smarter Than the Few and How Collective Wisdom Shapes Business, Economies, Societies and Nations'', published in 2004, is a book written by James Surowiecki about the aggregation of information in groups, ...

'', 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, and for a time was the tenth most viewed video on

Vimeo Vimeo, Inc. () is an American video hosting, sharing, and services platform provider headquartered in New York City. Vimeo focuses on the delivery of high-definition video across a range of devices. Vimeo's business model is through software a ...

. In early 2012, the company launched its 100th project and shortly after, in February 2012 Tongal began a long-term partnership with LEGO. The following month Tongal began working with Pringles and P&G, and in April 2012 Tongal relocated to

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

. 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, t ...

commercial on February 3, 2013 during the Super Bowl. 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. On May 4, 2013, Tongal opened a new headquarters in Santa Monica. In October 2013, a Tongal office was opened in the

United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Europe, off the north-western coast of the European mainland, continental mainland. It comprises England, Scotlan ...

. A New York City office opened in January 2014.

Recent developments (2014-2015)

Tongal was listed 205th in the Inc 500 for 2014, which lists the fastest growing companies in the United States. It also won a Gold Medal at the 2014

Edison Awards Edison Awards is an American company that runs an annual competition honoring excellence in innovation in a broad range of categories. Company The Edison Awards were established by the American Marketing Association in 1987 and has been an in ...

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, 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 Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin Mosk ...

Volvo Cars Volvo Cars ( sv, Volvo personvagnar, styled VOLVO in the company's logo) is a Swedish multinational manufacturer of luxury vehicles headquartered in Torslanda, Gothenburg. The company manufactures SUVs, station wagons, and sedans. The company ...

LEGO,

, Johnson & Johnson and

, with videos often developed for particular brands and subsidiaries. An example of Tongal's crowdsourcing approach for ads can be seen with Duck Products' 2011 "Stuck On Duck Video Project", which featured Jay Maynard aka Tron Guy. The video, which advertises a brand of ducktape, was featured in ''

Wired Magazine ''Wired'' (stylized as ''WIRED'') is a monthly American magazine, published in print and online editions, that focuses on how emerging technologies affect culture, the economy, and politics. Owned by Condé Nast, it is headquartered in San Fr ...

'' 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 A kiva is a space used by Puebloans for rites and political meetings, many of them associated with the kachina belief system. Among the modern Hopi and most other Pueblo peoples, "kiva" means a large room that is circular and underground ...

'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 Suavitel is a Mexican brand of fabric softener marketed by Colgate-Palmolive Colgate-Palmolive Company is an American multinational corporation, multinational consumer products company headquartered on Park Avenue in Midtown Manhattan, New ...

, and also by that time the company had worked with

Pepsi Pepsi is a carbonated soft drink manufactured by PepsiCo. Originally created and developed in 1893 by Caleb Bradham and introduced as Brad's Drink, it was renamed as Pepsi-Cola in 1898, and then shortened to Pepsi in 1961. History Pepsi wa ...

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 Care Bears are multi-colored bears, originally painted in 1981 by artist Elena Kucharik to be used on greeting cards from American Greetings. In 1983, the characters were turned into plush teddy bears. The characters headlined their own televis ...

and Strawberry Shortcake franchises through American Greetings Properties. Lucasfilm and Pringles 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 Super Bowl.

Music videos and popular music

Bands such as

The Who The Who are an English rock band formed in London in 1964. Their classic lineup consisted of lead singer Roger Daltrey, guitarist and singer Pete Townshend, bass guitarist and singer John Entwistle, and drummer Keith Moon. They are considered ...

and

Umphrey's McGee Umphrey's McGee is an American jam band originally from South Bend, Indiana. The band experiments with many musical styles, including rock, metal, funk, jazz, blues, reggae, electronic, bluegrass, country, and folk. They have toured regularl ...

have had music video contests through Tongal, as well as

Bob Marley Robert Nesta Marley (6 February 1945 – 11 May 1981; baptised in 1980 as Berhane Selassie) was a Jamaican singer, musician, and songwriter. Considered one of the pioneers of reggae, his musical career was marked by fusing elements o ...

'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 so ...

." To promote the 2011

Beach Boys A beach is a landform alongside a body of water which consists of loose particles. The particles composing a beach are typically made from rock, such as sand, gravel, shingle, pebbles, etc., or biological sources, such as mollusc shell ...

box set ''

The Smile Sessions ''The Smile Sessions'' is a compilation album and box set recorded by American rock band the Beach Boys, released on October 31, 2011 by Capitol Records. The set is the follow-up to '' The Pet Sounds Sessions'' (1997), this time focusing on the ...

'', music video concepts for "

Good Vibrations "Good Vibrations" is a song by the American rock band the Beach Boys that was composed by Brian Wilson with lyrics by Mike Love. It was released as a single on October 10, 1966 and was an immediate critical and commercial hit, topping record ...

" and "

Heroes and Villains "Heroes and Villains" is a song by the American rock band the Beach Boys from their 1967 album '' Smiley Smile'' and their unfinished ''Smile'' project. Written by Brian Wilson and Van Dyke Parks, Wilson envisioned the song as an Old West-the ...

" 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 ''Made in California (1962–2012)'' is a compilation box set by the Beach Boys, released on August 27, 2013. The set, released through Capitol Records, was designed by Mark London in a form emulating a high school yearbook. The set contains six ...

'', with fans contributing via Tongal to the production of a music video for the previously unreleased track "

California Feelin' "California Feelin" is a song written by Brian Wilson and Stephen Kalinich that was recorded by the Beach Boys in the 1970s. Wilson recorded a solo version in 2002 for the Beach Boys compilation '' Classics Selected by Brian Wilson''. Two compos ...

." 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 Mark may refer to: Currency * Bosnia and Herzegovina convertible mark, the currency of Bosnia and Herzegovina * East German mark, the currency of the German Democratic Republic * Estonian mark, the currency of Estonia between 1918 and 1927 * Fin ...

and Alan Boyd. In April 2014, Gene Simmons launched a Tongal project to celebrate the 40th anniversary of

Kiss A kiss is the touch or pressing of one's lips against another person or an object. Cultural connotations of kissing vary widely. Depending on the culture and context, a kiss can express sentiments of love, passion, romance, sexual attraction, ...

. 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 Sundance Institute is a non-profit organization founded by Robert Redford committed to the growth of independent artists. The institute is driven by its programs that discover and support independent filmmakers, theatre artists and composers fr ...

and the Bill & Melinda Gates Foundation 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 Sundance Film Festival. Tongal has also partnered with

Lionsgate Lions Gate Entertainment Corporation, doing business as Lionsgate, is a Canadian-American entertainment company. It was formed by Frank Giustra on July 10, 1997, domiciled in Vancouver, British Columbia, Canada and is currently headquartered ...

, Women in Film (WIF), and the author of the ''

Twilight Twilight is light produced by sunlight scattering in the upper atmosphere, when the Sun is below the horizon, which illuminates the lower atmosphere and the Earth's surface. The word twilight can also refer to the periods of time when this i ...

'' books

Stephenie Meyer Stephenie Meyer (; née Morgan; born December 24, 1973) is an American novelist and film producer. She is best known for writing the vampire romance series ''Twilight'', which has sold over 100 million copies, with translations into 37 differ ...

to create short films set in the ''Twilight'' universe in 2014. Other projects involved Spitfire Pictures.

DirecTV DirecTV (trademarked as DIRECTV) is an American multichannel video programming distributor based in El Segundo, California. Originally launched on June 17, 1994, its primary service is a digital satellite service serving the United States. I ...

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 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 An awards ceremony is a type of ceremony where awards are given out. The ceremony may be arranged by a government organization, a society, a school, a trade association or even a company that specializes in running awards ceremonies. Typically a ma ...

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 in

Los Angeles Los Angeles ( ; es, Los Ángeles, link=no , ), often referred to by its initials L.A., is the List of municipalities in California, largest city in the U.S. state, state of California and the List of United States cities by population, sec ...

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

KISS A kiss is the touch or pressing of one's lips against another person or an object. Cultural connotations of kissing vary widely. Depending on the culture and context, a kiss can express sentiments of love, passion, romance, sexual attraction, ...

frontman Gene Simmons and

The Pointer Sisters The Pointer Sisters are an American pop and R&B singing group from Oakland, California, that achieved mainstream success during the 1970s and 1980s. Their repertoire has included such diverse genres as pop, jazz, electronic music, bebop, bl ...

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

Awards and nominations

References

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The Huffington Post ''HuffPost'' (formerly ''The Huffington Post'' until 2017 and sometimes abbreviated ''HuffPo'') is an American progressive news website, with localized and international editions. The site offers news, satire, blogs, and original content, and ...

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New York Times ''The New York Times'' (''the Times'', ''NYT'', or the Gray Lady) is a daily newspaper based in New York City with a worldwide readership reported in 2020 to comprise a declining 840,000 paid print subscribers, and a growing 6 million paid ...

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Variety Variety may refer to: Arts and entertainment Entertainment formats * Variety (radio) * Variety show, in theater and television Films * ''Variety'' (1925 film), a German silent film directed by Ewald Andre Dupont * ''Variety'' (1935 film), ...

, publisher = , date =March 17, 2015 , accessdate = 2015-05-15 {{cite news , title =Home work: Tongal.com offers creatives like Lucas Ridley a new way to make a living (with video) , first =Barry , last =Courtner , url =http://www.timesfreepress.com/news/life/entertainment/story/2015/apr/21/home-work-tongalcom-offers-creatives-like-lucas-ridley-new-way-make-living/299797/ , newspaper =

Times Free Press The ''Chattanooga Times Free Press'' is a daily broadsheet newspaper published in Chattanooga, Tennessee, and is distributed in the metropolitan Chattanooga region of southeastern Tennessee and northwestern Georgia (U.S. state), Georgia. It is o ...

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Forbes ''Forbes'' () is an American business magazine owned by Integrated Whale Media Investments and the Forbes family. Published eight times a year, it features articles on finance, industry, investing, and marketing topics. ''Forbes'' also r ...

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Wall Street Journal ''The Wall Street Journal'' is an American business-focused, international daily newspaper based in New York City, with international editions also available in Chinese and Japanese. The ''Journal'', along with its Asian editions, is published ...

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The Hollywood Reporter ''The Hollywood Reporter'' (''THR'') is an American digital and print magazine which focuses on the Hollywood film, television, and entertainment industries. It was founded in 1930 as a daily trade paper, and in 2010 switched to a weekly larg ...

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Los Angeles Times The ''Los Angeles Times'' (abbreviated as ''LA Times'') is a daily newspaper that started publishing in Los Angeles in 1881. Based in the LA-adjacent suburb of El Segundo since 2018, it is the sixth-largest newspaper by circulation in the U ...

, publisher = , date =September 22, 2013 , accessdate = 2015-05-15 {{URL, https://www.tongal.com {{cite news , title =More big brands are tapping creative crowdsourcing sites , first =Paresh , last =Dave , url =http://www.latimes.com/business/la-fi-creative-crowdsourcing-20150127-story.html , newspaper =

, publisher = , date =January 27, 2015 , accessdate = 2015-05-15 {{cite news , title =Ben & Jerry's and Tuff Gong Release First Video for 'One Love' and a Bob Marley-Inspired Ice Cream , first =Harley , last =Brown , url =http://www.billboard.com/articles/news/6363456/ben-jerrys-and-tuff-gong-release-first-video-for-one-love-and-a-bob-marley , newspaper = Billboard , 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 Bloomberg may refer to: People * Daniel J. Bloomberg (1905–1984), audio engineer * Georgina Bloomberg (born 1983), professional equestrian * Michael Bloomberg (born 1942), American businessman and founder of Bloomberg L.P.; politician and m ...

, 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