Super Bowl of Co-Creation

I'm here in Rotterdam where I'm giving a speech at the Emerce (E-Day) conference entitled "Dancing With Megaphones."  A big term I keep hearing is "Co-Creation," which speaks to the growing trend of marketers encouraging or inviting "Consumer-Generated Media."   Vendors abound where consumers can "participate" in advertising, often in a highly entertaining manner.  Back in the States, perhaps the most ambitious effort to date involves both GM/Chevy and Frito Lay announcing plans to air Super Bowl ads based on user submissions.   In the case of Chevrolet, they are targeting college students for the submissions.  The Frito Lay campaign appears more open-ended.  Says Frito Lay's Ann Mukherjee in a story in USA Today: 

"We think this will give (consumers) the control they are looking for and creativity they are looking to share. The buzz for the brand is important, but we really hope it brings the consumers into the brand with an experience that's important for them."