This case study is focusing on higher education student’s motivation to participate in online mass innovation. To obtain this goal Massidea.org online social network (OSN) concept grounded on national open innovation system (NOIS) paradigm is introduced to eighteen students, while their initial perceptions, suggestions to concept enhancements and willingness to participate in development and content production were evaluated. As a result it was observed that the students were not equally willing to participate in content production and development. It is suggested that content production is the best start with less experiences students while giving them positive experiences relating to motivation factors such as presenting individual expertise to employers, sharing information and getting feedback from other users and rewarding/recognition. On the contrary development is suggested to execute with experienced lead users, but give them a strong support from teachers.