One of the most exciting aspects of the digital revolution is the shift of implementation competence to the periphery, i.e. decentralized institutions, but under the guidance and coordination of centralized units – better known as „Gig-Economy“or „Sharing-Economy“. Companies like AirBNB, Uber or Foodora achieved market leader positions without ever steering a taxi or delivering food by themselves. At the center of all these developments stands not only an idea, the core is primarily technology – the smartphone. This technology provides now the opportunity to implement what so far has only been discussed behind the scenes: User Generated Branded Content.