Behind the scenes at a McDonald's photo shoot

This is an excellent example of transparency on social media in reaction to questions. How does your brand respond to questions like this? Is it something that could be addressed through a FAQ page or video? Or is the most often response silence?

via: http://www.brandflakesforbreakfast.com/2012/06/mc-donalds-burger-photo-shoot.html

ALTERNATIVE RECRUITMENT - Army offers Texas recruits chance to win Wii

In order to gauge the response generated by their billboards, the US Army incorporated texting and a contest on their billboards. It seems that this tactic with the billboards did not receive adequate response and was discontinued in May. What are your thoughts on using a "hook" like the chance to win a Wii for military recruitment?
Read more at:
http://www.militarytimes.com/news/2008/04/ap_army_wii_040908/