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The latest issue of Wired magazine features an article on Chevy’s experimentation with consumer-generated ad campaigns, a technique known as crowdsourcing.

Combined with an episode of The Apprentice, the results were astounding, but at a price. “On its own Web site, the Tahoe now stood accused of everything but running down the Pillsbury Doughboy.”

“At first, everyone assumed it was just another case of a big corporation not "getting it" about the Internet. Then, when the ads weren't yanked down immediately, they figured Chevy was too clueless even to notice what was happening on its own site. Only gradually did it dawn on people that Chevy had no intention of removing the attack ads.”

Chevy’s ad agency exec Ed Dilworth said, "You can either stay in the bunker, or you can jump out there and try to participate."

Instead of the usual member-get-a-member campaign, what if you sponsored a contest asking visitors to create their own membership ad on your website?

Odds are you would tell the next generation they are welcome and you would get some powerful messages about belonging, replacing those tedious lists of benefits.