Via this entry on the MIT’s Advertising Lab (Link) comes news of exactly what I warned about: user-created content that bites the hand feeding it raw materials.
Back in November I commented on BusinessWeek’s Blogspotting regarding Burger King’s viral video. That comment generated quite a bit of traffic and it forewarns of this sort of situation. From that earlier comment (Link):
How many seemingly well-meaning contributors will purposely include hidden racist messages, pornagraphic content, or other unwelcome surprises intended to tarnish a corporate image?
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I’d suggest company officers tread lightly. Nothing would make some griefers happier than costing some “suit” his job and becoming an online celeb in the process.
