Vitrue

Vitrue is a more formal way for brands to leverage CGM and interact with consumers, and get them to make their own ads. Or:

ViTrue connects Brands with Consumers through our Video Infrastructure Tools and User Generated Content.
ViTrue enables Brands and Consumers to engage in meaningful interactions through our world-class technology solutions.
ViTrue defines the next generation of Brand and Consumer interaction from over 20 years of combined industry experience from our management team.

Hmm, another nail in the coffin of traditional advertising?