As the prevalence of creative idea campaigns continues to grow, this study investigates the spillover effects of employees' submitting to and winning in a creative idea campaign on their subsequent post-campaign creative and routine work outcomes. Specifically, we examine the mediating role of perceived task significance in explaining the above relationships. We introduce a field intervention in a Call Center of a television shopping company, where we implement a creative idea campaign. Results reveal that submitting to and winning rewards in a creative idea campaign positively influences subsequent work outcomes (i.e., enhanced creativity, decreased errors, and improved efficiency) through the mediation of employees’ perception of task significance. Additionally, we explore the effect of submitting ideas yet not winning rewards and again find positive lasting effects: employees who did not win also exhibited increased creativity and reduced errors. Theoretical and practical implications are discussed.
