Nike has created an excellent Consumer Generated site called Nikesoccer.

Consumers upload videos of a ball entering from the left of screen, they can then do a trick or two before kicking or heading the ball to the right of screen. From there the next video takes over in what will become one of the longest Consumer Generated Video chains !

Perspective: Great consumer engagement. Hopefully when the chain gets really long there will be a way to filter the chain to find your own submission !

Hat tip to Angus Florence for pointing me to this site, and also this site from Nike that demonstrates a frontiering way to integrate running with music.