Makes so much sense and is a must-watch for creatives I think – goes against the grain of thinking that great work stems from some lone genius and they are alone responsible for great ideas.
PS “Copy, transform, combine.” – often the only issue with these types of concepts on creativity is that the people who do it successfully don’t attribute any of their success – they claim it solely as something they originated… hard to believe and I think this is why you can more or less spot these claims from a mile away as being bollocks.
Just spent a week doing a lot of strategic thinking, coming up with hundreds of ideas and copywriting for M&C. Great experience working with the CDs, heads of departments et al. And that’s all I can say right now about it…
Uses the brevity of Tweets in a really engaging way and has an immediate pull on users to get involved.
What’s more, it’s easy to do which is always the first and biggest barrier to user generated content.