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When Procter & Gamble Co. launched an on-line contest for Crest toothpaste recently, it joined a revolution that is turning the concept of consumer participation in Internet marketing campaigns into an outright democracy.

"Consumers like to feel that their vote counts," says Lisa Festa, a spokeswoman with Procter & Gamble in Toronto. So the company created an on-line "election" surrounding the Crest Whitening Expressions brand. North American Internet users were asked to vote for their favourite potential new flavour on-line, and Crest promised to make a product based on the winner.

Web promotion experts are pointing to Internet campaigns such as this as examples of "brand democratization," a marketing concept that involves asking consumers for their opinion rather than dictating a message about a product or brand.

It's about giving individuals "the power to be in control of the brand," says Mitch Joel, a partner with the Montreal multimedia and marketing firm Twist Image.

According to Mr. Joel, do-it-yourself new media technologies such as podcasting -- which uses MP3 players such as iPods to distribute homemade "radio shows" -- and blogging have allowed consumers to "level the playing field" with marketers. If they dislike a product, it's now easy for them to spread their aversion on-line. In addition to having a damaging effect on brands, this robs marketers of much of their control since they can no longer be assured that messages delivered through traditional means will make it to the consumer intact.

That, Mr. Joel says, is where brand democratization comes into play. By soliciting consumer opinion and participation on-line, companies not only give their customers a constructive outlet through which to express themselves but can "educate" them about a brand to encourage a deeper connection.

Kia Motors America Inc. is using the Web in this capacity to solicit consumer opinion on a marketing campaign that's intended to increase familiarity of the brand in the United States, playing off the campaign slogan "It's 2005. A great car is no longer a privilege, it's every driver's right." The company is asking people to submit their interpretation of an "automotive bill of rights" in the form of an on-line video, poster or other medium.

"In order to do it right, people have to look around the Kia site and get to know the brand better," says Ian Beavis, vice-president of marketing with Kia Motors America. "Self-discovery is the best way for people to learn."

Likewise, to promote the Malibu Maxx vehicle and its power-adjustable pedals, seats and steering wheel, General Motors of Canada Ltd. launched an on-line search for the Canadian couple with the greatest height differential. The contest requires Internet users to complete a survey at LongandShort.gmcanada.com, which also mines information about their current vehicle and future purchasing plans.

"It's very important to involve the consumers, since they drive our decisions," says P&G's Ms. Festa, who adds that the Crest campaign helped to position the Whitening Expressions brand and its multiple flavours top of mind among consumers.

She says Crest received more than 785,000 votes in its on-line election over the course of three months. "The Internet really helps make these kinds of interactive campaigns a reality."

Experts say brand democratization can be applied to virtually any on-line campaign, from contests to cross-media initiatives, and it's something we're likely to see a lot more of in the coming months as marketers increasingly focus on the Internet. A report by the U.S. Interactive Advertising Bureau and PricewaterhouseCoopers LLP, for example, says on-line ad spending in the United States alone soared 26 per cent to a record $5.8-billion (U.S.) in the first half of the year.

"Research shows more consumers are spending a larger percentage of their media time on-line, while the flow of advertising dollars follows," PwC's David Silverman says.

"You have to be able to embrace this stuff," Mr. Joel says. "If you don't make an effort to manage this aspect of your marketing plan, [the consumer] will manage it for you."