I'd like to share with you an online project we are currently running here in Italy. This year we are going to have two Italian Nike players in the NBA, so we've decided to celebrate them and allow two of their fans to fly to the US and attend the match Toronto vs Golden State (the teams where "our" players play).
First of all, when you get on the site you have to decide if you support Bargnani or Belinelli. Then you face four challenges, that mix user generated content, an advergame and basketball knowledge.
User generated content means that you have to write and upload an mp3 of youself singing an hymn for your favourite player, but also that you have to show your idol your basketball skills. I'm impressed by the quality of the materials we're getting, kids are getting crazy filming themselves playing or even creating spoofs of our Tv commercial.
Unfortunately to play the game at the moment you have to register, since it's part of the challenge to win the prize.
PS: I know, I know, the site has some usability issues, but it has been developed in a short time, so please forgive me ;-)