In an earlier post, I had mentioned about Chris Lawer and his views on dimensions of co-creation. Here's one more great example of participation marketing by Levi's.
They have created a new benchmark with Antidote.
Levi's® Antidote is a living, growing snapshot of what people are thinking and doing across Europe. It's a collection of stories, images, sounds and movies in bite-sized chunks. With each chunk you can find out about the people behind it, and ways you can get involved in the program.Levi's collaborates with many contributors to share their work here on the site and in a free quarterly print magazine, which is distributed in Levi's® stores across Europe.
thro' collaborative marketing