To emphasise how good the car is with space (lots of places to stow stuff), the car ad only took up a small part of the banner, leaving the rest for people to fill with their own text car ad.
The banner then tweeted the user's car ad.
Also in the same vein, is this excellent work by Ben & Jerry.
They got people to opt in to donate spare characters from their tweets to help promote Fair Trade through Fair Tweets
This is my tweet 'Chewing on a yummy banana'.
Both are really good examples, because in the first the brand gives something to users, and in the second users are encouraged to give something to charity.
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