My pal Alan Moore (such a talented family don’t you think?) has a good post about Levi’s Antidote programme. This is a rare effort by a big brand to genuinely collaborate with its audience and a step away from top down marketing.
Alan sets the context for this initiative with his customary passion. I liked this bit especially.
..brands in the 21st Century have to give up control to gain control. They have to become facilitators, enablers, life-simplifiers, co-creators, they have to inspire greater C2C interaction and in that way they will get the most precious thing from their customers – personal advocacy.
I tend to talk about losing control to gain engagement, but it’s the same idea.