Disney is
trying a new marketing strategy: user-generated content. The iconic
brand is introducing a new campaign, which incorporates photos and
home videos of real consumers visiting its parks and resorts.

As the name suggests, "Let the Memories Begin," the campaign
focuses on the memories families create when they come to Walt
Disney World and Disneyland. Disney hopes consumers will relate to
the people in the ads since they're not actors, but real families
that have shared their experiences.

via www.brandweek.com

Another example of what we're seeing as a critical component of "modern campaigns": Your "ads" are really a reflection of the content created by your fans, consumers, partners, etc.