Folding social media into a campaign

First, I'd like to clarify I am not talking about a fundraising campaign so much as an "advertising" campaign (to the extent it can exist on an independent school campus).

With the generous pro-bono help of some outside folks, our school has kicked off an advertising campaign to build support (mostly just moral support) for some physical changes coming to campus. Yep, construction. We spend much time raising money for it, talking it up, etc. Then when the bulldozers and hard hats arrive on campus, it can turn into a kvetch-fest. This time, we're trying to head them off at the pass.

The campaign is pretty simple, really, but aside from putting up posters, mentioning it in speeches and throwing around a new logo, we were looking to take it another step. Social media, right? What we're doing is taking the new campaign's tagline and asking people what they think it really means, both on-line and in person. So far we've gotten some good answers. We're tweeting the ones we got in person, re-tweeting the ones we get through Twitter and plan to incorporate some of the answers into publications, etc.

Who has had success with this kind of interactive campaign? Would love to hear your take!