Let your customers build your brand: Yahoo
Yahoo now enables video mashups with a spiffy prototype online remix tool. If this becomes fully baked, video mashups will be emailed back and forth, networked, and mashed anew, creating a neverending stream of chain letters as endless, iterative flicks. Yahoo Research was the developer.
Little tools like these are the happy feet of larger platforms.
When you dramatically reduce a barrier to entry into a compelling activity, and free people to grow new capabilities, you can dramatically increase the customer value of your brand.