Bourne to be wild

This is great! Take the afternoon off work and spend it setting up spectacular stunts using VW's finest in tribute to the new Bourne film. Look out!

There's an ongoing debate about the true value of user generated as part of the marketing mix (see Fosters Laidback Legends and Land Rover's Go Beyond campaign for recent examples of UGC in search of real value - and send me some positive stats if you have them!). The thing is, UGC has been alive and kicking for well over a decade in the gaming world, from early MUD's through to the latest multi-million pound blockbuster games (see Half Life and its various iterations for a case in point). The point is, if people like it and they find it easy to use, then they'll interact with it and contribute to it.

This campaign site give you a simple 3D environment in which you can create your own stunts and save them to a gallery section. The more you interact with it, the better it gets as you come to grips with the physics driven environment and the tools on offer.

It's a neat idea, well executed, and has resulted in a lot of online news coverage as well as much chatter amongst the bloggers and bookmarkers.