Crowd-sourced Entertainment: The Hows and Whys

The recently released Mockingjay Part One Blu-ray made history with the social media campaign that came with it: The audience could play along online via Facebook, Twitter and other apps to unlock content on the film itself, including deleted scenes, uisng hastags. A lok at how companies create such crowd sourced enteratinment, when does it work best, why are companies doing it and what does the future of crowd-sourced entertainment hold?