User-driven Advertizing refers to ads that are circulated by users.
But they can also be produced by users, invited or not by brands.
Sourced from http://www.trendwatching.com/trends/CUSTOMER-MADE.htm:
The Converse Gallery at http://www.conversegallery.com/
- L’Oreal’s You Make The Commercial #FireFox’s Flicks
- MasterCard’s Write a Priceless Ad
- JetBlue’s Travel Stories
- McDonalds’ Global Casting
- Ruffels (in Turkey), http://www.rufflesidea-logy.com/