Consumers As Media: How Far Will This Go?

AdAge just announced Gino Bona, a sales exec out of Portsmouth, NH as the winner of the NFL's "create your own Super Bowl commercial" contest.  And the NFL is not the only sponsor of viewer-created commercials.  Chevy and Frito-Lay sponsored similar contests for their own Super Bowl spots.

Then last week the news broke about the entrepreneurial "J.P" who was seeking corporate sponsors to pay him to propose to his girlfriend during a Super Bowl commercial.  The notion of using consumers to create ads isn't new and clearly consumers are actively creating their own media.  But these last few stories got me to thinking:  What happens now that not only are consumers creating media, but consumer actually are media?  Reality TV is huge.  And I would bet most of us have some fairly close connection with someone who has been on a reality TV show (my ex-boyfriend was fraternity brothers with the guy who "won" ABC's second season of "The Bachelorette."). 

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