Here’s a perfect example of how a company should use social media and Marketing 2.0 to advertise.
Chick-fil-A is sponsoring a contest, its “Biggest Fan Video Contest.” Entrants make a video one minute long showing why they’re the restaurant chain’s biggest fan. They upload the video to Chick-fil-A’s website and viewers vote.
Let’s see if you’ve been paying attention on this blog. Why is this a great use of Web 2.0 for marketing?
–It’s interactive. Anyone who is a fan of Chick-fil-A (or anyone who’s just creative and has a little time on their hands to make a video) can participate. Rather than just dropping an entry form in a box, the participants are, well, participating.
–It’s affordable. Even though Chick-fil-A could probably afford to spend quite a bit on advertising, it chose to go this route, unveiling a whole slew of chicken fans (who knew they existed).
–It puts the customers in control. Giving power to consumers creates a stronger brand, and Chik-Fil-A understands that.
But most of all, this contest is fun! Who can resist those cows? Now go eat some chicken!
-Susan
For even more on interactive marketing, read David Meerman Scott’s The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly.
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Susan Payton is the Marketing Eggspert, and owner of 
Perhaps the most important factor in sponsoring a video contest is the wide range of customer involvement. It brings them closer to the brand and allows them to form a personal connection with it. Besides, it’s fun and inexpensive. Something that reflects the brand itself.
Jen, you’re absolutely right. That’s the nature of Marketing 2.0: it’s interactive, democratic and fun. Not to mention cheap!