A "Community Space" Not a "Marketplace"

Sneakerpedia is a wikipedia-style site that Footlocker launched to galvanize "sneakerheads." This type of collective experience (not an marketplace - but a community) is something that various companies are exploring online and off. Creating a space where your core audience can organize themselves and share their interests is not just for big retailers - it's a great idea for filmmakers and their guerrilla marketers too.