Promotion

"Exceptional customer experience: people, products, place, price, and promotion." (Page 42, Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing). 
Allowing are consumers to submit commercials, through promoted film contests.  Using social media such as Facebook, and YouTube.  To advertise these contests will help greatly by spreading the word, and save money on advertising.  "Promotion means activities that communicate the merits of the product and persuade target customers to buy it." (Page 54, Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing).