Show Your 5

On one level, Nike Show Your 5 is a football tournament designed to boost sales of five-a-side kit. On another, it's designed to promote teams, celebrate victories and generate fame for the winners. To do both of these things, Nike partnered with YouTube to create a dedicated Nike football channel.

Not only could fans go there to publish and edit content through a unique masher tool. They could also extract clips from films of Rooney and Torres to create their own movies and earn bragging rights. What's more, in an internet broadcasting first for YouTube, the final of the tournament was shown there live.

As a result of Nike's pioneering online support for five-a-side, sales of kitbags and boots exceeded expectations. The tournament sold out in 10 days.

And YouTube placements delivered a 500% increase in traffic to nikefootball.com.