I'm looking for brands of any field that are interacting with and integrating users in their communications and using their brand-related content for the brands storytelling. Thanks.
Rolex, Nike, Stella Artois...TripAdvisor, as Ms. Tsiotsou suggested. They are all using UGC for storytelling through various channels and I am convinced you may find a lot more. Selection of the channel(s) and tools, as well as type of interaction and level of integration, varies from brand to brand.