Consumers with attitude (CWA)

I was researching for a presentation when I came across this great video by Neistat Brothers about Apple's dirty little secret - great video and pefect soundtrack in NWA's Express Yourself (ahhh.... the memories of hot sweaty clubs back in late 80's) and it reminded me of the Vince Ferrari's AOL story and Jonah Peretti trying to get Nike to put the word Sweat Shop on custom made trainers and their subsequent refusal back in 2001.

Brands are now making every effort to use the social media space from corporate blogs to use of Twitter and Flickr fourms to forums and Facebook Groups but they still get caught out - there is an excellent list on Jeremiah Owyang's A Chronology of Brands that Got Punk'd by Social Media

Does anyone have an example of where a brand has dealt with this sort of thing in a positive way ?