Given the sidigital is a digital marketing solution company. These kind of projects is ingenius content marketing for themselves.
It generates good buzz for:
1. their potential customers (look how innovative we are)
2. their potential hires (you will have heaps of fun working here)
3. gives existing employees something to brag about (look how cool my company is)
As a side note, I remember there are a startup in SF that mapped every engineer's desk and have nerf guns (hooked up to their continuous integration service) that shoot at engineer whenever someone breaks the build; If I were the CEO, I would only approve these kind of projects if I get some marketing benefits out of it
Has anyone here been with companies with similar side projects, what are your thoughts on ROI?