Steve Rubel points out that the BBC "has opened portions of their vast video archives for consumers to not only download, but create new video projects." As a marketing pro, he wonders why marketers don't release music jingles, for example, to "citizen marketers" to promote products they like.
In a separate and related post, Rubel links to this very funny YouTube video from some enterprising citizen marketers who do just that. Google would pay good money for the kind of advertising it gets with this video on YouTube for free. Who knows, maybe it will.
It's all part of the new participatory narrative.