Both are encouraging consumers to create audiovisual content to be shown as part of a TV campaign on MTV's cross-platform channel.
Sony is using the initiative to promote its SingStar karaoke game by asking viewers to upload clips of themselves lip-synching to hit songs.
Oxfam has rolled out a similar campaign to tie in with its Oxjam music event, giving MTV Flux internet users the chance to choose songs they want to be included in the charity's TV ad.
MTV is also allowing firms to associate their brands with the avatar characters viewers use to represent themselves. Characters can wear branded clothing, for example.
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