Yet another gem out of the Microsoft seminar - I think the example is probably relatively widely-known, but I hadn’t come across it before because it is US-centric. Chevy recently solicited their customers to submit ideas for a new advert for their Tahoe SUV. They set up a site where users could build their videos with sample clips, music and voiceovers. The finished products were submitted to be judged and evaluated so that Chevy could use them in their advertising.
I don’t know exactly what they were expecting, but you have to hope they have a sense of humour, because now, when you search for ’chevy tahoe’ on either Google or Live (gotta give Live some love for showing me this...), you find Youtube versions that may not have been exactly what Chevy were hoping to achieve:
##My personal favourite: you are God
It’s great to see large companies embracing user-generated content and getting input into their advertising, something as controversial as a gas-guzzling SUV was a pretty brave place to start...