Building on this post about user generated communications I have just discovered a report from Forrester; Should Your Brand Use Online Video? Advertisers Must Think Like Content Providers To Engage Video Viewers, October 3, 2006. It cites examples of a 19 year contest winner developing an ad for sony style and New Line's Snakes On A Plane marketing where consumers created spoof trailers. It belives that groups of brand advocates will band together to form quasi/grass roots ad agencies. Creating the advertising for the brands they love with direction and reward from clients.
A thought: how long before P&G ask their Tremor crew, already creating buzz around products and sharing insight, to actually create their advertising...
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