Ok, so I already must fully disclose my bias for this topic. I am a heavy caffeine drinker, particularly coffee in the morning and Diet Coke and Coke Zero for the rest of the day.
With that disclosed, I wanted to just share how Coke really does get it. On their Facebook page, apparently the most popular one with over 3 millions fans (including me!), they utilize a variety of content. Right now they are collecting videos from users for a promotion. As you can see, all video uploaded will be under a Creative Commons license. Coke is not saying they will take it and profit on it without sharing it (*cough Apple and Disney cough*). They *will* use it, but they will also allow the use of it to others. Imagine that, using content and allowing others to remix it to build upon the content. Is this Canada?? I mean, imagine students taking some of this video to look at, say, something educational? What you say? Well, how about the change in advertising for one thing? Whereas companies used design their own content, now they can turn to their loyal users and save money on their advertising. A free culture? Lawrence Lessig, hopefully, is sipping on a Coke right now and enjoying this, along with educators everywhere.