Smart marketers are letting consumers play with their brand message online, say experts at a Las Vegas advertising confab. The wisdom of the crowd applied to marketing... interesting
Ads creatively changed by consumers- without company oversight or manipulation- actually brilliant, if scary for the company. Perhaps a great deal of user change will be ridiculous or stupid, but none-the-less: first- the really good interesting versions will spread rapidly through user promotion, and second, any critcal version that catches users' attention sufficiently to spread is per definition information that the company needs to consider about its product. If it's a commonly experienced criticism, then it's a hint with a two-by-four about product improvement.
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