A posting by Jackie Huba shows how some US based companies are engaging with customers (and non-customers) to create video advertising to use online. While the number of participants is low (to be expected as it takes time to script, rehearse, light and record a video and then edit it, add music etc) the quality and creative vision can be high. It is also a fantastic 'snap shot' for the company product marketers to see what sort of 'relationship' people are exploring with the brand. Another bonus for the company is that the whole prize and promotion costs could well be less than employing a professional marketing agency do the same job.

Whilst only a few hundred may actively participate in the competition many more will view the shortlisted entries or winners. That could create quite a buzz.