Crowdsourcing and examinations of the future of such practices have been discussed in the media within the sphere of marketing.
Granted, crowdsourcing initiatives easily lack focus. Often these opportunities are exploited by bored satirists who use it for their own aims, as in the case of the ‘remixed’ content all over YouTube resulting from “make your own commercial” campaigns. The viral effect of such misuse of resources, however, does nothing to harm the brand, but rather arguably attracts further free publicity to the product being marketed.
All in all, if properly understood and utilized, crowdsourcing can prove a winning formula.