We saw the potential of interactive branded-entertainment with Diesel Heidies, winner of the Grand Prix Cannes Cyber Lion, and recently we're duly impressed by a campaign for Ford Europe called “Where are the Joneses?.” It's an online interactive sitcom where users can send in script ideas to be shot and broadcast on YouTube the next day. The use of open media is ingenious. Users participate in creating the transmedia story across multiple distribution platforms such as Twitter, Facebook, Flickr, Wikidot and wherearethejoneses.com.

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