I'm writing an essay on remix culture and how it relates to branding. The central idea is that brand owners are less able to control the message and the use of their content now, and that they need to properly react to this new reality. I know there's a lot written on the subject of social media marketing, but I'm hoping that the remix culture take on it will be a bit more fresh and interesting (rather than "how to harness the internet to get as many likes as possible and shove your product down people's throats").

A few examples include the McDonalds Video Game, the Volkswagen Terrorist Commercial and the Skittles Wedding Night Commercial (on the flipside, the Skittles website encourages a lot of participation and user content).

I'm currently reading Lawrence Lessig's Remix: Making Art and Commerce Thrive in the Hybrid Economy, but I was wondering if anyone knows of any other books, articles, or examples of brands becoming more open and inclusive? I'm also interested in hearing anyone's views on the matter.

Thank you very much for reading this. I love /r/designthought.