From Australia, the OriginalsFestival, a online pixel graphics game by Adidas and Vice which lets you create your own music festival.

You have a budget of 100k, that you have to use to a) put together your own dream festival line-up from a pool of around 200 bands, b) book the venue c) design the promo poster d) book the after-party band or DJ.

Once you are done with the organization of the event, you need to promote it around to your friends and potential fans. You have to spread the word around via email, through your blog or Myspace page: the goal stays the same, the festival with the greatest attendance (ie. the most number of visits) will win the major prize (a trip for 2 to the Berlin Festival 2008).

The OriginalsFestival is an interesting project. I like the mechanism it uses to generate word of mouth, and I think it's cool and relevant for the youth market. I thought that creating the Festival was a little bit too long and complicated, but I gave it a try and I was wrong. If you come to my event you will be able to listen Interpol, Tv on the radio, Animal Collective, Moloko, The National, Beirut and a few more supporting bands.

Too bad the contest is open only to Australian residents. And too bad that the final prize is not the Festival you have organized, but just a trip to Berlin. Yes, I think this is the disappointing part of the project... I know that organizing "your" event as final prize would have been an almost impossible task.
But doesn't Adidas say "Impossible is nothing"? ;-)

So you like Animal Collective ! That's a good point !

Posted by: Zartampion at January 6, 2008 07:41 PM

I have to talk about that,as I'm a fan of adidas original !
Funny that you from Nike are talking about it :)

Posted by: greg at January 6, 2008 09:12 PM

Greg, no matter if I work for a competitor, if an idea is good, I will always talk about it. It's a question of being consistent with adverblog's editorial line, and a good chance to keep myself updated on what the competition is doing :-)

Posted by: Martina at January 7, 2008 06:53 AM

Interesting comment about "impossible is nothing". Many brands seem to condradict their core communication strategies, and most of them are fairly outrageous from the start. I know I can't fly to the moon with my adidas', that IS impossible (for now at least), but I buy them because they look cool and are comfortable, simple as that.

Posted by: Andrew at January 8, 2008 11:00 PM