Rules of Content: Participative

This recombinant aspect strengthens the relationship people have with your brand.

Audi’s ‘The Art of the Heist’, an alternative reality game (ARG) created to launch the A3 in the U.S., offered three layers of interaction including on-line character development, file and password cracking and live events.

To date the Cadbury Dairy Milk Gorilla ad has been re-made at least 40 different ways by fans and posted on YouTube.

Source: Faris Yakob