Josie from Springleap gave me a call a while ago with a rather interesting idea.

Springleap has a pretty specific plan – they are trying to get themselves onto Wikipedia. They hope to do so through coining the use of the phrase “Springleap” as a term with this definition:

Springleap is a verb signifying creative achievement where a significant leap takes an individual from a low point to a high point in his/her career through crowdsourcing or talent search competitions such as Idols, The Apprentice etc. The term can be applied to anyone who fits this criteria and is used as a buzzword worldwide.

In Josie’s view, coining the term would offer them a few significant benefits beyond just getting onto Wikipedia. Any references to the Springleap brand online would obviously be great for SEO, while a word spread globally could make springleap “more than just a t-shirt company giving [them] a greater reputation and greater exposure worldwide”.

Coining a phrase is not an easy thing to do - can it reasonably be an intentional marketing tactic? (Image by Joe Shlabotnik under CC)

Coining a phrase is no small feat, Jeff Howe’s use of the phrase crowdsourcing is the most recent high profile occurrence I can think of, but his intention was certainly not tied to a marketing tactic (I think). Having said that, the benefits of tying his name to such a well used phrase have certainly been significant for Howe – he is commonly considered an expert on the practice and has now published a book as well.

The origins of the practice of coining a phrase (according to this article) lie in phrases that were literally put on coins (apparently dating back to 1859) to be handed to the general public.  They were “celebratory, commemorative and promotional” – so it seems the marketing angle has always been there.

With the viral potential of the Internet it seems easier than ever before to spread a term – “FAIL” being just one example. It’s always struck me as an organic process though. Perhaps it doesn’t need to be - there is no phrase currently used for a rise to fame through a public competition – so the gap is there – the question is if it’s one that needs to be filled?

If Springleap manage to get it right it would be quite an innovative strategy – but how should they (or should they at all) go about it? Getting us to post on it is clearly a step in the right direction (:)). Your thoughts?