I think the best example of a brand using UGC to make a connection with consumers is the Toyota World of Warcraft commercial, which was obviously predicated on the earlier YouTube hit Leroy Jenkins.
The creators of the Toyota ad did not need to hold a contest to create their UGC World of Warcraft segment. Instead, the ad creators demonstrate a strong understanding of the online gaming community and its culture by parodying the Leroy Jenkins piece. The resulting ad is an engaging, hilarious unit, and it generated enough buzz on its own to at least quadruple its media buy in terms of value. The spot was so well regarded that it was used on “Monday Night Football” and other premium showcases. The lesson here is that only by understanding the community and audience does brand-supported UGC advertising become really effective.