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.

[2] Tongal's creative community creates TV commercials, original content, digital advertising, and instructional videos.

[5] Tongal was founded by James DeJulio, Rob Salvatore, and Mark Burrell, who first began developing the business model after a conversation in June 2007.

[1] Initially formed in 2009 "in a New York hotel room,"[2] Tongal went live and launched its first video project, related to Comedy.com, on May 20, 2009.

He had been highlighted in James Surowiecki's book The Wisdom of Crowds, which posits that a diverse collection of people is likely to make certain decisions and predictions better than individuals or even experts.

[1] In early 2012, the company launched its 100th project[1] and shortly after, in February 2012 Tongal began a long-term partnership with LEGO.

[2] 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.

[1] The video, which advertises a brand of ducktape, was featured in Wired Magazine as a "genius idea," and doesn't use any special effects.

[23] Lucasfilm and Pringles also jointly commissioned Tongal for a commercial,[24] with a total of $75,000 in prize money distributed to seven finalists.

"[30] Tongal users were also given a chance to submit a lead guitar track for "Going to the Beach,"[31] with the winner's performance mixed into the song by Mark Linett and Alan Boyd.

Tongal teamed up with Sundance Institute 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.

[37] 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.

Thirteen Tongies were awarded,[37] with categories such as Best Comedy, Best Broadcast Spot, Best Animation and Video of The Year.