Internet is for many people a natural place to work and spend leisure time. Therefore online tools can be well used also for collaborative innovation with Internet users. Owela is an online living lab that provides tools and methods for user participation in different phases of the innovation process. In this paper we present five models of collaborative innovation that we have experimented with in the Owela. The case studies can vary of one week idea generation campaigns to co-design projects over several months. Owela workspace can also be used as a community and communication channel during a real world living lab setting, during which the users can share their experiences with other participants and give feedback online.