Nike has a cool “design your own shoe” promotion at their NIKEiD site. You get to pick from a huge number of different shoes, and you get to customize the color palette to make your own shoe (which is then purchasable). You even get create a special message on the back of the shoes.

NIKE’s social media tie-in is that you can easily tweet/facebook/etc your shoe, which in turn brings more consumers from your own social stream to NIKE’s site. I made these bad-ass Denver Broncos shoes – which you should totally buy me (size 11):

This is a cool tie-in. First, measuring the traffic to their site and measuring conversions is a good way to measure effectiveness of the promotion. And it probably results in a lot of high-dollar purchases.

This is a solid promotion with an equally solid social media activation. I even like their Terms of Service if you want to post your design to their publicly searchable database: