What needs deciding before a brand asks fans to help create content?
Before a brand asks fans to help create content, decide what people may submit and what the brand may do with it. The media panel included interest in bringing fans into a brand's next chapter. That's an appealing direction, and the invitation needs more than a creative prompt.
The appropriate team should review the rights and privacy questions. Eligibility and any incentives go through them too. Those conditions belong where participants can find them before they contribute.
Someone has to review what comes in
The team also has to settle how submissions get reviewed and who handles material that's harmful, misleading, private or outside the invitation. An automated screen won't settle every judgment.
The participant's role should be visible. If the brand edits, combines or generates material around a submission, think about how you'll explain that change and what permission you need.
Plan for the people whose work isn't selected, and don't imply every submission gets individual attention if the team can't give it.
What to try this week
Before you write the creative prompt, write the rules: what people can submit, what you can do with it, and who reviews it.