The campaign, by MercerBell, allowed the audience to submit their own dialogue for scenes, and the winning entries are being edited together to create a new crowdsourced movie. David Bell said:
"We designed the Fists of Fusian campaign to encourage consumers to interact with the Maggi Fusian brand, to create their own story and experience the taste of adventure the brand conveys. Our target audience has a tendency to mash-up, auto-tune, re-caption and otherwise change whatever content they like. We are tapping into that instinct."
SOURCE LINK to full article: http://www.psfk.com/2012/09/kung-fu-movie-crowdsourced-subtitles.html