Crowd Control: Handing Creative To The Masses

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The proliferation of digital technology has made it easier than ever for people to create their own content, from blogs to podcasts to short films. With consumer engagement the new law of the land, advertisers are beginning to tap into that by encouraging consumers to create their own expressions of brands—and in some cases, even help craft their ads.

Last week, Pontiac and Geico launched online campaigns that sought to involve consumers in the creative process.

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