2016 is the year of user-generated marketing. The campaign Gatorade ran with Snapchat during this year’s Super Bowl set the stage for a wholesale transformation in mobile marketing. Gatorade partnered with Snapchat to create an animated filter that allowed users to add a virtual Gatorade “shower” to their selfies and share them with friends exclusively on SnapChat’s wildly popular messaging platform. The campaign generated over 165 million views, proving that when brands are able to tap into content not only created—but also distributed—by real people, the potential reach is massive. Many brands are now eager to embrace this new, user-centric model. Others are on the sidelines wondering how they can take advantage of the opportunity while still protecting their brand from inappropriate or simply off-message content.