Here is an interesting one for you... it's not quite User Generated content in it's true form, it is not quite video content created by a brand, and it's not quite an advertising buy... It is in fact the Youtube Sponsorship from Carl's Jr in the US.
There is a full article on the Adweek site but in essence what they have done is commission some of the stars of Youtube to create commercials for the brand in their own unique styles.
The content is hosted on the stars own pages, as well as in a dedicated Carl's Jr area and the creators are being paid according to how many views they get, thus providing incentive to make it good.
Click on the image above to here to check out some of the ad's so far.
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