What do Fleetwood Mac, Tik Tok and Ocean Spray have in common? They each effectively tapped into user-generated content to run a brand-new campaign from the outside-in. Ocean Spray’s marketing teams were focused on their smaller brands for their social media strategy. Until Nathan Apodaca came along[1]. Late last September, Nathan Apodaca was on his way to work when his truck stalled. Instead of waiting for help, he got out of the truck, grabbed his skateboard and a bottle o