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A cautionary co-creation tale: Virgin and B3ta

Virgin has ended a competition to find its next advert after users of the website it was being held by - B3ta - submitted images including Richard Branson urinating and in other "compromising" situations.

The general reaction from social media types seems to be "well, what did you expect". Quite.

I'll say again: marketers beware. This is not an "interactive brand experience" channel. This is the network. Make sure you understand the rules before you engage.

Thanks to Bobbie Johnson at the Guardian (and Happy Birthday to him too).