DePaul University has created a contest to ask its students to create a video about their experiences at DePaul. Then they were posted on YouTube and students voted for their favorites - and the audience picked one of the winners! (they will probably get ride of the panel of judges who picked 3 out of 4 winners).
It still looks like a video-recorded testemonial (which is not novelty in business) yet it is only produced by the students...making it User Generated Content and not Institutional Content. I noticed they have it on the front page of their website. They are among the few today (but growing numbers) of marketers to realize that it is one of the best tools available at their disposal.