Generation C

BusinessWeek has a great article on the rise of generation of new class of creative, media savvy remixers who are being harnessed to develop grassroots marketing content:

"Instead of cajoling consumers into passively absorbing ads, the idea now is to get the public to create and participate in them. In a time when consumers can scrub advertising from their laptops and distribute ad-free amateur radio shows online, marketers are giving away some control over their ads. Their hope is that the public will accept them as entertainment rather than advertising. The most successful have found it a way to spark buzz and get creative ads on the cheap."