11/08/2007 03:45:49 AM 
A great example of this is Ikeahacker; a blog devoted to “playing” with Ikea’s flat pack furniture, in ways that don’t appear on the official list of instructions.
It’s the furniture equivalent of voiding your car warranty by installing nitro tanks. While many of this efforts is playful and come out of an endearing relationship with the brand, others might be of the “Fight Club” variety, all cynical and full of spite.
This type of attack was unleashed recently with this film that apparently exposes the contradictory motivations of consumer goods giant Unilever.
While Madison Avenue maybe cooling on the consumer-created trend, with the fabulous exception of the newish Apple’s iPod Touch spot (see below-original upload first- agency-consumer co-produced version-second), people are still going to do this stuff, regardless of whether you pay them, entice them and brands are just going to have to live with the consequences. The genie is out of the bottle, live with it.
Posted by Ed Cotton
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