Here’s an example of a move towards “open source marketing”. Geico’s Golden Gecko are running a contest which people are asked to submit a 15 second trailer featuring the Golden Gecko. First prize is a $5,000 holiday to Hawaii. The conditions state that all submissions become the property of Geico, so it would be able to broadcast any entries via mass media.
I think this trend will continue, and one day we may even see companies providing creative briefs to their own customers, including making available any creatives or copies that should be included. The community would then work on delivering concepts which would be put back to the community for ratings.