We love the Adidas Originals viral campaign. Users are given a $100K budget to create their own festival at their own venue, and book their own bands. The creator of the festival which receives the most visitors, wins tickets to the Adidas Originals festival.

It is great to see brands doing original online marketing, where the user truly becomes the content distributor. In this example the users are sending the links and blogging about the festivals they have created because they want to win.