Here is an initiative from Indica V2 Xeta - Xeta Shootout, attempts to benefit from insights gained by engaging the Prosumer? and to get their participation on the communication and product.

So, what is Xeta Shootout? Simple: Lights! Camera! Action! Make your own Xeta commercial and win an Indica V2 Xeta :).

The idea, a brainchild of Gaurav Mishra - the brand manager for Indica and a marketing writer - seems to have evoked keen response. I like the fact that the entry doesn't necessarily have to be a video, pictures and storyboard) on a document or presentation works well for an entry, making the appeal more broad-based.

"1839 people have registered at the website and we have received 70 entries and 476 messages," said Gaurav in my conversation with him. Not bad at all, I think. They can expect more as there are still 9 days to go - contest open until 30 November 2007.

There has been debate about how far should marketers go with official use of consumer generated media but you won't know until you play some. This one is a nice start.