The Coca-Cola Co. is partnering with EepyBird, the ingenious creators of the Diet Coke Mentos fountain viral video, reports blogger Kevin Natty.

Coke and EepyBird are launching a video contest Poetry in Motion. The campaign is seen as a combination of brand identity, viral marketing, user-generated content and online video advertising.

This is the latest news that advertising created outside of brand control is gaining momentum.  In response to this trend, many marketers are starting to formulate best practices.