Embracing the user

One of the challenges of the interactive Internet is how should a company react when content is created using their property? This is a question that's being worked out on sites, and in court rooms, as the changes in how we use the Internet come up against laws written for a simpler time.

One reaction is to take that new content and embrace it. It's not going to work for all situations, but I tend to think this is a healthy way of dealing with the new media - sort of "if you can't beat them, use them for publicity".

EA Sports reaction to a YouTube posting of a "glitch" in the game Tiger Woods PGA TOUR 08 is the perfect example of this. They took a fan made video and turned it into this:

Much better than a court case.

Credit: Aaron