Marque and myth

Okay, the whole 'user generated' thing is getting a bit tired and I'm pushing hard for the adoption of the term do-it-yourself media.

User generated advertising, however, is an intriguing reality. When a marque engages the passions of its customers (or would-be customers) the 'mash' made by a do-it-yourselfer can be a priceless brand extension device. Audi could never have made the clip below...



Maybe vendors of truly mythic auto marques should give away with each, say, high end 'muscle car' a consumer level camcorder and encourage drivers to 'life cache' their automotive adventures?