Burberry's Art of the Trench campaign redefined UGC in the digital era. It's simple, really — the best way to show how great your product is is to show real, fashionable people wearing your product ... and looking damn good doing so.
Last summer, apparel company Free People began integrating consumer Instagram photos onto product pages for its denim jeans. Doritos put its Super Bowl commercials in the hands of chip eaters — and it worked. Ray-Ban worked with Breakfast to create "mosaic" billboards in real time by pulling in Instagrams from a three-day music festival.