The New York Times published an article today on how popular it's becoming for companies to ask customers to create user generated commercials for them - and it's working.

"..Not only are advertisers wooing consumers into creating commercials, so too are the television networks that run them. The CW network is teaming with one advertiser, the Sunkist line of sodas sold by Cadbury Schweppes, to ask viewers of the series “One Tree Hill” to create video entries in a contest with an unusual grand prize: a role in an episode for the creator of the winning spot, filmed on location in the winner’s hometown.

The entrants are being asked to upload their video clips to a special Web site (cwtv.com/sunkist). In a wrinkle that is typical of promotions involving user-generated content, consumers, whether or not they enter the contest, will be able to vote online for their favorite submissions."