There were two recent citings which affirm the move towards consumer generated content. The first is in Adweek from March entittled, "Brands ask web users to fill in the creative blanks." It tells how Converse sneakers and Mastercard are calling for netizens to provide video and copy for their "mainstream advertising."
The other is a reference in AdAge to GM's campaign to have web users create advertisements for the new Chevy Tahoe, in coordination with The Apprecentice television show.
Both are examples of the move to 1) engage potential buyers of the product 2) mobilize enthusiasts 3) lower production and distribution costs for advertising and 4) improve the "hipness" factor for the brand.