The Wall Street Journal covered the topic...

The WSJ had a series two weeks ago called "DIY Media" and this is an excerpt from one of those articles. It serves to add validity to the idea that users can generate great content...


“Drawing consumers into marketing campaigns is a time-honored tactic, whether companies are searching for the new Oscar Mayer kid, Brawny man, or Crayola Crayon colors. But in recent years, the Internet has furthered the conversation between corporations and consumers, tapping into the public's views and talents on a grander scale. Meanwhile, new technologies enable even amateurs to create sophisticated images. Earlier this year, Subaru of America enlisted fledgling filmmakers to produce 30-second films. The company was trying to generate awareness for the launch of its Subaru B9 Tribeca, an SUV”.