I’ve got a new ringtone that doesn’t fail to bring confusion and smiles to the people around me, thanks to the guys at You Look Nice Today.

Just over a month ago, in a podcast, they slipped in a short little sound bite that essentially went like this:

Boop Boop Boop Be-Doop Be-Doop Boop

On its own, it was a promising ditty. But then a fan got involved, and created a ringtone.

Others stepped up to the plate, and now there are TWENTY SEVEN different versions available, including techno, party, chase and Atari 2600 versions.

All in the comments to one blog post.

Now that is co-creation. No bullshit marketers trying to create an environment where consumers - sorry, I meant users - can help a brand leverage its product with the help of wacky online twists to the brand identity. As long as we don’t stray too far from the brand manual!

The one I picked has cowbell. I’m retro that way. Cowbell is SO 2005