Harnessing User Generated Media in Viral Campaigns: Watch Out For Potholes

As reported by Barry Graubart at Content Matters - Chevy launched a viral campaign relying on users to edit and post their TV commercial based on pre-produced video objects. Given the current user-gen-media environment, where satire and humor is king, I imagine Chevy entertained the notion that perhaps, just perhaps, some users might leverage the opportunity to create something more (or less) than the intended glorification of the Chevy Tahoe. You have until Monday to have at it yourself. >> The good (or bad) news is that, as designed, these commercials have spread virally, as users share their creativity with friends. Unfortunately, most of them do not contain the mom, apple pie and Chevrolet message that might have been originally intended. >> http://www.contentmatters.info/content_matters/2006/04/chevys_viral_ma.html