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Universal's "Slug it Out": Universal Pictures asked consumers to visit the Web site for movie "Slither" over a 10-day period ending March 9. Visitors used Universal-supplied clips, music, sound effects and graphics to build a Slither TV spot. The winner aired on "My Name Is Earl."

Kodak Direct Your Own Commercial: Consumers import their own photos to the Kodak Gallery, available at, and edit their version of a 60-second spot. The finished product can be sent to friends via e-mail.

Converse's Visitors to this promotional Web site can submit a film for use in advertising and promotion. A promotional tie-in to an episode of NBC's show "The Apprentice," the site invites consumers to make their own ad using marketer-supplied clips and sound.

JetBlue: Story booths, located in eight geographic markets, allow customers to record their experiences with the airline. Content may be used in agency-made webcasts and TV spots.

Buick: As part of an eight-month promotional campaign, consumers are invited to be videotaped giving Buick spokesman Tiger Woods tips on his game. The videos may be shown online or as TV spots.

Volkswagen: Two creatives, Lee and Dan, made a hoax viral ad featuring a Palestinian suicide bomber driving one of the automaker's Polo cars. The automaker disavowed any connection to the popular video.
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