Social media is all about engaging with a brand's fans (and potential fans). But social media can be a lot more than a conversation too. At its best, it's also a collaboration.
Nothing speaks to this spirit of collaboration like a crowdsourced marketing campaign. And nothing is more authentic than the results of such campaigns. While plenty of marketers pay lip service to the idea of putting their brands in the hand of consumers, brands that have the courage to actually do so -- in a very public way -- reap real rewards, both in consumers' hearts and on their bottom lines.
Let's take a look at some of the best brand crowdsourcing efforts in recent memory. Feel free to add your own favorites in the comments.