A fascinating sort of "reverse" CGM has recently taken place. Perhaps you've played the game, "Six Degrees of Kevin Bacon" where contestants have to connect actors and films to Kevin Bacon, who has shown up in an amazing number of films. Bacon has played alongside stars as diverse as John Belushi, Meryl Streep, and Mos Def. Up 'til now, the main purpose of the game was to kill time on a long car ride. Bacon even parodied it in a credit card commercial.
But after years of essentially shrugging at the phenomenon, Bacon is now embracing the consumer popularity of the game by setting up a charity site - www.sixdegrees.org. In just a short time, it has raised nearly $80,000, and is a great example of allowing real people to take a little control of your brand. By grabbing it back for a great cause, Bacon is proving that big companies or even celebrity brands can profit from taking advantage of consumer communities and viral marketing.
Question: Can you connect Paul McCartney with Kevin Bacon?