Repurposing Old Content To Encourage User-Generated Content

This afternoon I stumbled across this brilliant marketing campaign from Sony-BMG promoting Bob Dylan’s “ultimate” collection which was released a few years back. Upon visiting DylanMessaging.com, fans are able to insert their own messages into the “Subterranean Homesick Blues” video and send it to friends. There is also a coordinating Facebook application that replicates the [...]

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