Blogging philosophy going offline

The blogosphere principle of continuous customer interaction also applies offline.

Recently, brands like Coors Light and Mercedes Benz invited customers to co-create advertising campaigns, with Mercedes encouraging proud owners of a Benz to submit snapshots of themselves next to their automotive objects of desire. And Mazda and Conde Nast have just partnered to create a similar contest whereby contestants can submit photos representative of their interpretation of Mazda’s “Zoom-Zoom” slogan. (