The community wants to participate. The trick is inspiring them to do so on your behalf. Whether it's for learning, research, viral dissemination, or co-creation of something cool and interesting that might get shared, passed around and talked about. Oh, and let us not forget the appreciation from the participants for having been given the chance. Here's but one small example found on Twitter this morning via @bbhlabs. I look at stuff like this and extract opportunities for brands. They're pretty obvious: think up ways to let the community join you; have ideas that produce more content; don't make anything that isn't open to co-creation; create experiences (not messages) that earn attention; never stop experimenting. You should look at something like this and ask: hmm, how can I apply the same thinking/model/technique for my clients.