THE IDEA: Sell words.

Which is why we launched an online store, MotsDépôt.com (Word Depot.com), with over 10,000 words for sale. For as little as $5, people can buy the word of their choice, create custom messages and share them on Facebook or by email. In addition, for the first time since Facebook was created, we made the famous Facebook status payable by selling words for each status update.

The creative solution was simple: we were going to sell words to those who could read and write, and use the funds we’d collect to help those who could not. In addition, for the first time since Facebook was created, we gave Facebook statuses a price by selling words for each status update.

It generated free media coverage nationally and revenues – $1,200 each time the machine was emptied.