Marketing by Consumers

The PLDT myDSL Anna Banana commercial now has a sequel.  What's interesting is it encourages viewers to participate.  The story is Anna Banana publicly rejected Derek.  So now PLDT myDSL is looking for a new Anna.  I remember the discussion we had in class about companies who use a similar strategy.  They ask consumers to help them in creating or marketing their brand or products.  Doritos is one example.  Below is an an ad created by a consumer and shown during the 2007 Superbowl.