McDonalds celebrates 25 years of Nuggets in 2.0 way

In order to celebrate the Chicken McNuggets 25th anniversary, McDoanld's created the website Nuggnuts.com, an online community for all the nuggets crazy lovers, where they can cast their love for the product posting pictures and videos. The idea is to create a hall of fame for all the nugget lover.

Until the 15th of December, everyone can post on the website the reason why they should be claimed a honorary fan, with their profile published in the hall of fame. Until today, the website has it all: especialists in nuggets sauces, people who ate more than 100 pieces in one night, etc.

My question is: does a community forum created by the brand itself works better than a fan-made? I mean 2.0 wise?