Even Swiffer is getting in on the action. In this case, consumers are asked to post music videos on YouTube where viewers will vote on a winner.

http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=74026&Nid=38116&p=911887

This is a great way to increase awareness and involve consumers and potential consumers. But, now that so many companies are doing it, I wonder how long it will take for people to get bored with the concept?