We’ve noted the new trend in  interactive marketing as companies attempt to connect with their customers and make them feel part of “process.”   This is from last December’s Nike earnings conference call,

Social networking and digital communication is helping us unify and expand the family of sport. We’ve never been closer to our consumers as they continue to extend their reach and connect even more with each other, with their sports heroes and their favorite teams. And digital technology is a powerful enabler of the huge opportunities we have in our Direct to Consumer business and in working with our wholesale partners.

Here’s the ultimate.

(click here if video is not observable)