GM and Frito-Lay and their agencies have recently figured out a great way of getting consumers more engaged with their brands, leveraging the new found power of the consumer. It's a great lesson in integrated marketing communications and engagement for all marketers. Both brands are running contests for consumers to create homemade commercials (also referred to as consumer generated content) for their products, the winning entries will appear as commercials during this year's Super Bowl (XLI). Now, of course, primarily hardcore brand advocates and video enthusiasts will enter these contests. But, the media attention and word of mouth these contests and the commercials will generate (and already are generating) for these brands is significant. I am confident that, executed well, these campaigns will capture a great deal of consumer attention (and it should, as a spot on last years Super Bowl cost around $2,500,000 USD).…