In June of 2007, the iPhone was released. It marked the beginning of a streamlined world in which millions could now use a device housed in their pocket to make every choice imaginable with consultation from online data. It’s hard to quantify how much things have changed under the new landscape of digital interactivity. Everything from purchasing a new television, to finding a spouse has been re-modeled in light of what’s essentially quick, easy-driven media technology.

The question is, where are we headed in the coming decade?

With decisions made as a result of streamlined, online activity, what can businesses do to connect? How should resources be organized?

The core of what we do rests in timeless human needs. One example is social interactions that affect decisions.

People are closer to brands. And they’re more emotional about them. Companies can foster the desires and habits of their customers easily. Just let them in. Why not apply this to the way we build company marketing strategies?

A tremendous opportunity lies at the door for brands who want to make a splash today–and more importantly, tomorrow. Bring your fans in the door, so to speak. Let them form the way you portray yourself. Because of social media, your top fans know you best.

“If you have an emotional attachment to a commercial, you’re more likely to sit through it,” says Jason Therrien, president of Thunder Tech, a social-media marketing agency. This comes in light of a new strategy from top brands to incorporate crowd-sourced commercial strategies during the upcoming Super Bowl.

This means looking to online users to bring in returns by letting fans create anything from videos, to taglines for Super Bowl commercials – USA Today dubbed it “The Crowdsourcing Bowl”.

Super Bowl “Crowdsourcing”

Pepsi is asking fans to submit photos that could be part of a video featuring Beyonce. More than 80,000 submissions were received.

“We know that Pepsi fans prefer to live their lives as participants, not just observers,” says Angelique Krembs, vice president of marketing.

Pizza Hut opened the entire commercial-making process to one lucky fan. They made a video using a football-themed script including saying the words, “Hut. Hut. Hut” and were given a chance to air their own Super Bowl commercial.

Sure, getting quality content can be difficult, says spokesman Doug Terfehr. But, he notes, it’s a platform created to “engage with our fans in a deeper way.”

Doritos’ voter-popularity commercial contest where fans could publish their ideas for a game-day commercial. This is the seventh year for Doritos – a leader in social interaction among large companies – to open up their commercial scripts to customers.

“Crowdsourcing is always a little bit of a gamble,” says Ram Krishnan, vice president of marketing at Frito-Lay. “But you’re giving up control to fans who know your brand best.”

Lincoln shared real stories from Twitter during the Super Bowl. Themed tweets focus on road trips.

 “Beginning with this,” says Matt VanDyke, director of global Lincoln marketing, “we plan to embrace social media.”