The problem with consumer-generated media is just that: the consumer generates the media. Consumers are in control. The example of Chevy Tahoe should give all marketers a pause for thought. If you are not a brand that is universally loved, can you afford to give control to people that may not have your best interests at heart?

Just in case you have not heard, here is a quick summary of the story so far.

Concerned that traditional methods were not succeeding, Tom Siebel, founder of Siebel Systems, set up the Montana Meth Project to combat the spread of the drug in that state. Using hard hitting ads by Venables Bell & Partners, the Montana Meth Project seeks to use consumer advertising techniques to raise awareness, and change attitudes and behavior. The latest results from a survey conducted by Millward Brown demonstrate that the campaign is working.