The Viral Company Stockholm made a little game for Adidas, and a super long case study film for it. Demonstrating that Stockholm Sweden isn't all hipsters and tall blondes, they interview man & woman on the street who actually tried the game so for once the reactions feel genuine. By connecting their smartphones to the Adidas store open wifi, and then visiting the URL http://adiswipe.com (don't read that too fast, asswipe), the phone connects to the store screen and becomes a full-powered gaming control. Then you can kick balls and score points!
There's no free Adidas shoes at the end, and the screen is small so there's a lost audience opportunity as other people walking by can't really see what's happening. Gold star for effort, I guess.