What if your target audience took it upon themselves to interpret your brand? For Burger King, the goal is to make their tag line (Have it your way) ring true, especially to the art community. They have launched the Burger King Studio here in Chicago, where artists get a chance to participate in projects that will be put on display. These projects allow audience interaction and participation (like on the spot screenprinting of a tshirt of your own design), further tying in the "have it your way" mantra.
Burger King isn't the only brand trying to reach out to the artist community. Scion also has hosted gallery shows to provide exposure for up and coming artists and musicians called Scion Studio Installation Tour. Artists from around the globe are asked to create a piece on a theme (this year's "self portrait"). The show tours 9 cities.