I have recently discovered this site by the Dallas Cowboys and I love it for so many reasons. The website allows fans to create their own adverts by mixing a variety of video, voice over and music. As a professional film maker I think anything that encourages creativity in this way can only be a good thing. Its also shed loads of fun, even for someone who does similar for a living. It rocks!
Implications - Companies will benefit from providing customers with interactive features and possibilities with their products. Businesses will surely see an increase in popularity associated with their goods or services if buyers are encouraged to be creative through interactive features of companies' products.