Nike already started a massive internet campaign with “Joga bonito” (Portuguese for “Play nice”). You’ll find many cool movies and a community: www.joga.com (the page with the fastest growing rate of attention lately, as per Alexa.com)
Talk about viral effects: The videos are little masterpieces about how to play beautiful football and the website makes it easy to share. Of course yu can send an email with link, but there’s also a code snippet, people can put into their websites. Here’s an example:
The spot is taken in Camp Nou, Barcelona and the perimeter advertisers have their little benefit as well.