New Kids In Town

User-generated content has become one of the most popular buzz-creating tools for brands. And the love goes two ways, as consumers-slash-auteurs boost brands for their own purposes, from the rush of seeing their work out in the world, to hopes that their spots will garner them attention (read: jobs) in the worlds of advertising and feature films. Regardless, most participants who enter contests such as Mozilla’s Firefox Flicks (which named its winner last spring) and Dorito’s Crash the Super Bowl (Frito-Lay has been soliciting executions through Yahoo; its deadline is Dec. 1), and who post spots on a variety of Web sites, would like to garner more than 15 minutes of fame. Here, we profile five whose work has done just that.