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If Converse’s latest TV spots are any indication, the democratizing of ads has just begun. This week, the shoemaker is kicking off the latest installment of what it calls its “brand democracy” experiment with spots airing on MTV that were created by Converse fans. Meanwhile, MasterCard used the Oscars to solicit copywriting ideas from viewers for an upcoming spot.
These examples illustrate marketers’ growing intent to benefit from consumers’ creativity and willingness to share—as witnessed on social networking and media sharing sites such as MySpace and Flickr.
“The idea of a company in a 50-story building talking down to a consumer is becoming an old industrial model,” said Ed Cotton, director of account planning at Sausalito, Calif.,
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