AirTran wanted to launch a new amenity in big fashion. So we asked people what they'd want on every flight and chronicled the whole thing on everyflight.com.

Everyflight.com grabbed text message and in-site suggestions in real-time, let people vote for each other, and made the results fun to look at. Around 300,000 people made suggestions in a month's time. Some even took it seriously, like Stephen Colbert and the Ashley Tisdale Fan Club. 

A month later, one suggestion rose to the top of the heap and we got to work showing how it might play out at 30,000 feet.