I have read the article Open Source Marketing from Hans Peter Brondmo at clickz a couple times as people have been linking to it. It took James at the Modern Marketing Blog to pull out the best part and for me to finally notice it.
Open-source marketing encourages openness and discussion, facilitates debate and idea sharing. It encourages free downloads of the finished ad and the “source code” — all the storyboards, video clips, raw animation, text copy, sound files, and other components — used to construct the advertisement. Open-source marketing enlists the audience to take a message, an image, or a jingle and “improve” it by creating derivative works. It encourages consumers to not just consume and critique, but to engage, improve, and redistribute improvements if the original doesn’t work or measure up.
This is getting closer to the definition of what I think open source marketing is.