Commentary

the best brand integration is unintentional and unprompted

John Battelle just cited an interesting example of a truly social, user-generated campaign for Dell on Facebook's Graffiti service: the Dell-sponsored challenge asked Facebook users to create a piece of art answering the question, "What does 'green' mean to you?" Users then voted to choose the two best submissions. The campaign solicited over 10,000 pieces of artwork, and even though there was "absolutely no requirement to include Dell in the pictures, it started happening anyway," and the two pieces chosen by users as the best both included the Dell logo in some form. "I swear we didn't rig this."
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