Every marketer digs a user-generated campaign … until it gets hijacked in some way, which it inevitably does. Greenpeace, for example, has been running a contest to name a whale. Following the usual ho-hum entries, a group of zealots banded together to push the candidacy of one Mr. Splashy Pants. Like most Internet memes—see the dramatic chipmunk—this one spawned all sorts of added activity, including the making of a logo, T-shirt and Facebook groups.