A Site That's As Cool As The Product
This Nike site has been around for a while—but it's a nice example of demonstrating how a site could and should be as cool as the product it is marketing. In this case, it's an athletic shoe that is so lightweight, so fitted—that the experience is similar to running barefoot.
From the beginning, the site accomplishes this with a direct tie to the campaign—but then as you interact with it at a deeper level, it rewards you with gobs of "behind-the-scenes" content including videos and interactive nuggets that get into the science and design of the shoe. In short, it's an innovative product and what Nike is doing is inviting consumers to view "under the hood" and experience how a product like this comes to life.