I know my opinion in this case doesn't count as I'm talking about a Nike project, but I really like what my Japanese colleagues have done to promote the Blazer shoe on NIKEiD.
Everything starts with a white city, represented in a drawing like the ones you find in kids books that they then have to color. You click, and the experience begins... three manga style characters start running across the screen bringing colors and life to the city.
When they reach the end of their journey, it's your turn. A white Blazer waits for use. Each of your clicks will change its colors and will make the shoe land on the city and spread the palette you've chosen across the landscape.
Althought the interactivity is pretty basic the website is very beautifully designed and nice to watch. In my opinion, especially because I know very well the product (NIKEiD) they want to promote, I think they did a very good job. They brought to life and explained the concept of customisation in an original way and, on top of this, they managed to engage the users with the brand for a couple of minutes smartly closing the loop making the shoe available to be immediately purchased on NIKEiD.com.