Ever wonder what McDonald’s food is actually made of? How they make it? Why it looks the way it does? You’re not alone. For years, McDonald’s has been dogged by questions like these and by the urban myths that spread as ‘answers’ to these questions in the absence of a proper forum for customer/company dialogue. Until now, that is. McDonald’s new ‘Our Food. Your Questions.’ social media campaign provides customers with the opportunity to ask questions online and get answers directly from McDonald’s that are posted and public on the Our Food. Your Questions. website. Answers are also shared on popular social media networks, including YouTube, where several of McDonald’s video answers have been viewed over 2 million times by curious customers. Here’s 5 remarkable program elements that get my attention and my vote for McDonald’s Canada as 2012 Marketer-of-the-Year.