Great example of collaborative marketing from Penguin (courtesy of Gary Stein) in the form of Penguin Remixed:

We've gathered together thirty of the best spoken word samples from some of the greatest books of all time and the finest actors around.

Now they're yours to play with.

Download the samples, use them in your music, submit your tracks and you could win a great prize, including your tune published in a Penguin Digital Audiobook.

The top ten tracks at the end of July will be turned into an audiobook, and sold via Audible.co.uk and iTunes UK. They've already had 84 submissions since 7 June.

I love what Penguin have done here.

They are a great brand with a unique visual identity (essentially unchanged since the overhaul by famous typographer Jan Tschichold - pronounced chick-old - in the 1940s). The combination of classical literature, audiobooks and remixing is an inspired one, and will allow them to reach an audience that probably doesn't see any book publisher as particularly 'cool'. Finally, the Penguin with headphones logo is one of the best examples of graphic wit I have seen for a long time.

But most important of all, when it comes to the concept of collaborative marketing they clearly 'get it'.